Hasbro is launching an AI studio called Sixth Wall that will let third parties officially license the company's character roster — including Transformers, GI Joe, and Mr. Potato Head — for interactive storytelling and location-based entertainment. CEO Roberta Thomson told The Hollywood Reporter the move comes after frustration over unauthorized AI versions of Hasbro IP proliferating online. The company plans to use original voice actors where possible. Hasbro previously revealed it was using AI to help design new products; Sixth Wall represents a significant escalation into licensing its characters through AI-generated experiences.
hasbro is done watching bootleg AI versions of optimus prime float around the internet and decided to launch their own. the company just announced sixth wall, an AI studio that'll let other companies officially license transformers, GI joe, mr. potato head — the whole roster — for interactive experiences and location-based entertainment. CEO roberta thomson told THR they're prioritizing original voice actors. this follows hasbro already using AI for product design, but sixth wall is the company going full throttle on AI-powered licensing.
The story contains specific, checkable claims from a named source (THR via Dexerto) about a concrete business move (Sixth Wall AI studio, named characters, CEO quote) that fills a coverage gap in the underrepresented tech category.
Hasbro's Sixth Wall signals a major IP-holding company choosing to monetize AI rather than fight it — a model that could reshape how entertainment franchises are licensed. By offering official AI-powered character experiences, Hasbro is betting that sanctioned use will undercut the unauthorized versions already circulating. If successful, expect Disney, Mattel, and other major licensors to follow suit. The approach also raises questions about how 'original voice actors' will be compensated for AI-generated performances.
this is hasbro going 'if you can't beat 'em, charge 'em.' instead of suing every AI-generated optimus prime into oblivion, they're building the storefront. if sixth wall works, every major IP holder from disney to mattel will be watching closely. the voice actor angle is the part worth paying attention to — how much do you get paid when your voice lives in a licensing pipeline forever?
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