🧸 Hasbro Launches Studio to Legitimize Digital Twins of Its Characters
Toy manufacturer Hasbro has announced the creation of Sixth Wall, an independent AI studio. The primary objective of the new division is to protect the company's intellectual property from hundreds of thousands of unauthorized generations on third-party AI platforms, while providing partners with official, "verified" digital twins of iconic characters for integration into new interactive formats.
Instead of waging an endless legal war against user-generated content (UGC), Hasbro will offer the market a comprehensive AI licensing framework. The cornerstone of this initiative is an internal operating system called CharacterOS—a database that strictly codifies the personality traits and behavioral constraints of each character. For example, in a user dialogue, Mr. Potato Head will strictly refuse to provide recipes for french fries, while G.I. Joe’s Cobra Commander will focus exclusively on plots to conquer Earth, ignoring mundane, everyday questions.
A fundamental distinction between Hasbro’s strategy and that of Hollywood studios is its complete rejection of fully synthesized voices. The studio is actively collaborating with real voice actors.
Sixth Wall has entered into an agreement with the AI voice platform ElevenLabs to distribute audio content, with Hasbro guaranteeing actors that their voices will not be used to create full-length movies or TV series—only dynamic AI services. The characters will be transformed into interactive brand ambassadors, digital companions for video games, and smart animatronics in theme parks.
Additionally, there are plans to deploy them in customer service scenarios; for instance, instead of waiting through a tedious on-hold queue, clients will be able to play a voice-activated game of Trivial Pursuit with their favorite character.
Source: Hollywood Reporter
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