Thursday, June 04, 2026
Hasbro Launches Sixth Wall to Create Authorized AI Experiences
www.thewrap.com: Hasbro is bringing several of its iconic characters into their AI era through Sixth Wall, a new studio focused on creating authorized experiences and licensing.
Alongside its launch, Sixth Wall has reached a strategic partnership with AI audio company ElevenLabs to bring select Hasbro characters to the company’s rapidly growing Iconic Marketplace.
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Reading the title of this article I had two primary concerns, one was answered in the article but the other remains to be seen. My first concern with this technology was whether the voice acting talent is being fairly compensated for the use of their performances to shape the AI voices. From the article it appears that Sixth Wall is seeking permission from and compensating the actors which allays my concerns regarding that to an extent. However, I am still concerned about using AI to portray characters as recognizable as Optimus Prime. While from the article it sounds like this technology is primarily intended for non-canon portrayals it is still important that characters as central to an IP as Optimus Prime remain relatively in character. While the article mentions guard rails to try to keep the AI in character I am skeptical of the efficacy of these guard rails, AI has come a long way over time but I still believe that the general public given enough time could get characters to say things that are decidedly out of character.
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