Hasbro has set up Sixth Wall, an AI studio that licenses its characters for chat, voice, games and other interactive uses, and has partnered with ElevenLabs to offer some of them through the voice company's marketplace for iconic voices.
The idea is what Hasbro calls behavioural licensing: partners license not just a character's look but how it talks and acts, with personality, canon and safety limits held in a proprietary system named CharacterOS. Twelve characters are available at launch, among them Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head and the Clue cast, each voiced by a professional actor.
Hasbro presents the studio as an answer to unofficial versions of its characters already circulating on AI platforms. It says characters are built only from authorised material and recordings, and that performers are paid through a participation model. ElevenLabs supplies the voice models and marketplace infrastructure.
For now Sixth Wall targets teens, adults and business uses, not young children. Partners can apply for time-limited pilots, and more characters and experiences are due later in the year.
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