With Sixth Wall, Hasbro reclaims control of its characters from AI.

Hasbro launches Sixth Wall and CharacterOS to license AI versions of Optimus Prime and other characters via ElevenLabs for interactive brand experiences.

Facing the proliferation of unauthorized versions of its characters on AI platforms, Hasbro is responding by creating Sixth Wall, an in-house studio dedicated to licensed interactive experiences. Its centerpiece, CharacterOS, serves as the golden record for each figure in the catalog: personality, narrative canon, voices recorded by the original voice actors, and behavioral guardrails are defined within it, with real-time execution, traceable, and revocable access.

Above all, the studio is introducing Behavioral Licensing, a licensing model that no longer covers just a character's appearance, but also how it thinks, speaks, and interacts. Twelve characters from five franchises are launching the offering, including Optimus Prime, still voiced by Peter Cullen, his voice actor since the 1980s, as well as Megatron, Cobra Commander, Mr. Potato Head, and the full cast of Clue, with Mister Monopoly expected within the year. Voice distribution is carried out in partnership with ElevenLabs via its Iconic Marketplace. Targeted uses range from interactive storytelling to brand ambassadors, including theme park animatronics or on-hold phone games, with access remaining reserved for businesses, for experiences limited to ages 13 and up, following a four-step validation process.