Hasbro launched a new artificial-intelligence studio called Sixth Wall on June 3, 2026, to license interactive versions of its iconic characters [1, 2, 3, 4].
The move signals a shift in how legacy toy brands monetize intellectual property by integrating generative AI into consumer experiences. By creating a formal licensing framework, the company aims to control the quality and authenticity of its characters in the digital space.
Sixth Wall will allow external companies to license interactive AI versions of Hasbro's stable of characters [1, 2, 3, 4]. The initial lineup includes Mr. Potato Head, Optimus Prime, and Cobra Commander [1]. Other reports indicate Mr. Monopoly is also part of the AI rollout [2].
A central component of the studio's strategy is the involvement of the original voice actors [1, 2, 3, 4]. This approach is intended to ensure that the AI-generated voices remain faithful to the established personalities of the characters, while providing a legal and ethical framework for the actors' likenesses.
Hasbro said the studio will create next-generation character experiences and open new revenue streams [1, 4]. This allows the company to expand its reach beyond physical toys and traditional media into real-time, interactive AI engagements.
The U.S.-based company is positioning Sixth Wall as a bridge between traditional storytelling and the emerging capabilities of AI [1]. By controlling the licensing process, Hasbro can maintain brand consistency across various third-party platforms and applications.
“Hasbro launched a new artificial-intelligence studio called Sixth Wall”
This initiative reflects a broader industry trend where entertainment companies seek to monetize AI while mitigating the risks of unauthorized 'deepfake' clones. By partnering with original voice actors, Hasbro is attempting to establish a sustainable model for AI licensing that protects artist rights while diversifying corporate income through digital interactivity.
