Hasbro Launches Sixth Wall AI Studio

Per a June 3 press release distributed via Business Wire, Hasbro launched Sixth Wall, a new AI studio intended to bring its characters into interactive AI experiences. The release introduced Behavioral Licensing, described as a licensing category focused on how characters think, speak and interact, powered by CharacterOS, Sixth Wall's proprietary system for preserving a character's personality, canon, voice and safety guardrails. Hasbro also announced a strategic partnership with ElevenLabs to list select characters in ElevenLabs' Iconic Marketplace and said twelve characters are available to request at launch, naming Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head and the cast of Clue (Hasbro press release; Variety).

The Hollywood Reporter describes CharacterOS as a central, authoritative record for each character's IP, and Hasbro says characters are built from authorized source material and human voice performances combined with guardrails and a talent-participation model that compensates performers and uses only authorized recordings (Hasbro press release; Hollywood Reporter). Editorial analysis: codifying a character into machine-readable constraints and integrating authorized voice assets with synthesis and runtime safety checks implies engineering work across data curation, prompt design, policy-rule integration and auditable logging for rights compliance.

• •Which characters move from available to request to broadly licensable in ElevenLabs' Iconic Marketplace (Variety; Hasbro press release).
• •Any published technical or legal documentation for CharacterOS or Behavioral Licensing detailing enforcement mechanisms and API contracts; none was published at launch.
• •Uptake by third-party developers and platforms, plus any reported disputes or enforcement actions tied to unauthorized uses (Hollywood Reporter; WSJ).

Reporting frames the move as part commercial and part defensive. Multiple outlets note the spread of unauthorized character reproductions across chat, voice and user-generated-content platforms (Hasbro press release; Hollywood Reporter). Offering an authorized licensing pathway through a productized stack and a marketplace partnership aligns with broader industry activity in which rights holders seek monetization and governance channels for AI-driven uses. Behavioral Licensing is best read as a market-facing construct for assigning usage rules and revenue sharing rather than a purely technical specification.

Teams building character-driven experiences should monitor licensing terms, data-provenance requirements and guardrail implementations, since integrating licensed assets will likely require alignment with talent-participation models and content filtering. With no detailed APIs or specs released so far, integration will rely on standard licensing negotiations and bespoke engineering (Hasbro press release; Hollywood Reporter).