Hasbro introduced Sixth Wall, a new studio focused on artificial intelligence that will allow licensing of characters from its franchises for interactive experiences developed by third parties.
According to The Hollywood Reporter, the initiative aims to offer official versions of characters such as Optimus Prime, Megatron, Mr. Potato Head, and Cobra Commander, in response to the rise of AI-generated content without authorization.
What is Sixth Wall and how will it work
The project will rely on its own platform called CharacterOS, designed to establish rules, personality, and behavioral limits for each character.
The idea is for companies to license official and controlled versions of these intellectual properties for new AI-driven experiences.
Hasbro will work with original voice actors
One of the central aspects of the strategy will be the use of real voice actors. Hasbro confirmed that it will collaborate with historical performers from several of its franchises, including Peter Cullen, the voice of Optimus Prime since the 1980s.
The company clarified that these voices will not be used for movies or series, but exclusively for AI-powered interactive experiences.
Which characters will be available
The first phase will include some of the most recognized names from Hasbro's catalog:
Optimus Prime
