The company is also partnering with ElevenLabs to introduce Behavioral Licensing, a new licensing category for AI experiences
Hasbro has launched Sixth Wall, a new licensing unit dedicated to bringing iconic characters to AI experiences.
Sixth Wall was created to combat unauthorised versions of IP that are already widely encountered through AI experiences. It aims to give creators, rights holders, and partners a trusted framework for bringing characters into AI while preserving authenticity, safety, and commercial rights.
Alongside the launch, the company announced a strategic partnership with ElevenLabs and introduced Behavioral Licensing, which it calls a new category of IP licensing focused on how characters think, speak, and interact in dynamic experiences – not just how they appear in traditional media.
Behavioral Licensing is powered by CharacterOS, Sixth Wall’s proprietary system for preserving a character’s personality, canon, voice, and safety guardrails across interactive experiences.
Chris Cocks, CEO, Hasbro, said: “CharacterOS is compelling because it unlocks a bigger creative canvas while addressing a real challenge in AI: the unauthorized use of content.”
Through its partnership with ElevenLabs, select Hasbro characters have been added to the company’s rapidly growing Iconic Marketplace. Twelve iconic Hasbro characters, including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and the cast of Clue will be available to request at launch, with more following later this year.
“One of the most meaningful parts of building Sixth Wall has been sitting in the recording studio witnessing legendary voice actors capture the essence of Hasbro’s most iconic characters,” said Roberta Thomson, CEO of Sixth Wall. “AI introduces a new dimension: preserving a character’s personality, not just their voice. That’s what led us to create Behavioral Licensing – so these characters remain true to their creators, their brands, and the fans who love them.”
Sixth Wall’s initial focus is on a select number of experiences and enterprise use cases. The company is not currently developing AI products targeted at young children and stressed it is actively contributing to broader industry discussions around safety standards and voluntary guardrails for AI-enabled play experiences.
Sixth Wall is now accepting requests for authorised character access through the ElevenLabsIconic Marketplace and through sixthwallstudio.com. Partners will be considered for time-bound Behavioral Licensing pilots across a range of use cases, including, interactive storytelling experiences, conversational games and digital companions, location-based entertainment experiences and more.
