Hasbro Launching AI Studio That Will License Optimus Prime

Key Points:

• Hasbro is launching an AI studio called Sixth Wall to officially license its characters for AI-driven experiences, aiming to combat unauthorized AI-generated versions proliferating on various platforms.
• The company is collaborating with original voice actors, including Peter Cullen (Optimus Prime), to ensure authentic character portrayals in interactive AI experiences, emphasizing real voices over synthetic ones.
• Sixth Wall has developed CharacterOS, a platform that governs character behavior and personality traits, ensuring characters appear in approved contexts while enabling dynamic, personalized storytelling and interactions.
• The initial character lineup includes Mr. Potato Head, Megatron, Cobra Commander, and the Clue board game cast, with plans to expand; the focus is on experiences for consumers aged 13 and older across gaming, entertainment, robotics, and customer engagement.
• This approach offers a new revenue stream for voice actors and provides brands with a controlled, creator-first model to extend IP into AI platforms, potentially setting a precedent for other IP owners facing similar challenges.