Hasbro Launches AI Studio Sixth Wall, Licenses Behavioral Rights to 12 Characters Including Optimus Prime and Mr. Potato Head for B2B Use

Hasbro unveiled its AI studio, Sixth Wall, on June 3, 2026, making AI-powered versions of twelve iconic characters available for licensing. The characters include Mr. Potato Head, Megatron, Cobra Commander and Optimus Prime.

The studio had operated in stealth mode for the past year. Hasbro is calling the new model behavioral licensing. Licensees receive access to a character’s voice, personality, background story and full creative DNA.

The AI personas are not designed to interact with children or to be embedded in toys. They are a B2B offering for use by theme parks, entertainment venues and retailers as chat assistants or in-store brand ambassadors. Hasbro CEO Chris Cocks stated that the AI studio addresses the unauthorized AI use of intellectual property.

He said the company wanted to create a trusted way to bring characters onto AI platforms and to give credit to and compensate the voice talent behind those characters. Roberta Thomson is CEO of Sixth Wall. She was tapped to head the studio a year ago.

“CharacterOS contains what we like to call a Golden Record for each character,” Thomson said. ” Hasbro began experimenting with conversational AI for its characters at the end of 2022.

It created an AI version of a Ouija board and an AI-enabled Trivial Pursuit called Trivial Pursuit Infinite, which used AI to allow players to request questions about a multitude of topics. Hasbro also entered a strategic partnership with AI audio company ElevenLabs. The partnership adds Hasbro characters to ElevenLabs’ audio marketplace.

Toy industry insiders received a sneak preview of the studio’s capabilities at last month’s Licensing Expo. James Zahn, Editor in Chief at The Toy Book, interacted with the AI Cobra Commander character at the event. The AI persona of Cobra Commander was trained using the voice of voice artist Frank Todaro.