Hasbro Launches AI Studio for Intellectual Property
The toymaker is developing AI-generated versions of its classic characters for external licensing partnerships.
Updated on Oct. 28, 2026 in Artificial Intelligence
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In June 2026, Hasbro launched its Sixth Wall AI studio to monetize its catalog of characters through new technology partnerships. The company is now actively negotiating to license AI-driven versions of its iconic intellectual property to external platforms.
Why it matters
Hasbro aims to transform its extensive portfolio by functioning as a creative director and talent agent for its characters in an AI-dominated market. By leveraging its history, the firm seeks to establish recurring revenue through specialized licensing agreements.
Hasbro leverages a 166-year history of intellectual property to train its AI models, which feature built-in content guardrails. The system functions by having Hasbro serve as the creative director while external platforms provide the expression.
The players
Hasbro
A multinational toy and board game company that owns a vast catalog of intellectual property including Transformers, Trivial Pursuit, and Mr. Potato Head.
Don Rickles
The late comedian and actor whose recorded voice performances are being used by the estate to train an AI model for Mr. Potato Head.
LeVar Burton
An actor and educator known for his work on Reading Rainbow who is the subject of voice licensing negotiations for a Trivial Pursuit show.
The details
The initiative includes plans for an AI-generated Trivial Pursuit quiz show voiced by LeVar Burton and a Mr. Potato Head model trained on Don Rickles recordings. At its Rhode Island headquarters, the company has already implemented an AI-powered Megatron deejay.
Timeline
Hasbro launched the Sixth Wall AI studio in June 2026.
The company announced the expansion of its AI licensing business in October 2026.
The Tech Race
Hasbro’s creation of the Sixth Wall AI studio follows a broader industry trend where legacy media and toy companies pivot to AI-centric models to maintain relevance. This move positions the firm to compete in the digital space by replacing traditional content delivery with AI agents.
Consumers can expect to encounter AI-driven versions of familiar Hasbro characters in new digital environments and interactive service platforms. These integrations aim to change how audiences interact with brands, though the technology relies on specific content guardrails.
The takeaway
Hasbro is betting that its long-standing intellectual property remains valuable when adapted for AI-powered interactions. The company is now positioning itself as a central creative hub for voice and character licensing in the digital economy.
Further reading
For more on how major companies are integrating machine learning, visit the Artificial Intelligence section.
Source note: This article includes information reported by Semafor.
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