Hasbro launches AI Studio to license interactive AI versions of iconic characters.

Hasbro has unveiled its new AI Studio, Sixth Wall, which creates interactive AI-powered versions of its iconic characters like Mr. Potato Head and Cobra Commander for licensing. This new 'behavioral licensing' model allows businesses to license not just character voices but their personalities and stories, targeting B2B partners such as theme parks and retailers. The initiative also aims to combat unauthorized AI use of Hasbro's intellectual property while compensating original voice talent. Hasbro plans to expand this AI character platform, called CharacterOS, which encodes detailed lore and personality traits for immersive interactions beyond traditional toys.