Hasbro Launches AI Studio Sixth Wall for Iconic Characters
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 03 2026
0mins
Hasbro launched Sixth Wall, a new AI studio dedicated to "bringing iconic characters into the AI era." Alongside the launch, the company announced a strategic partnership with ElevenLabs and introduced Behavioral Licensing, a new category of character licensing designed for dynamic interactions. Sixth Wall is introducing Behavioral Licensing, 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. Each Sixth Wall character is built using authorized source material and powerful human voice performances. The studio has established a talent participation model that compensates performers and uses only authorized recordings, the company said. As part of today's launch, Sixth Wall also announced a strategic partnership with ElevenLabs, an AI audio company, to bring select Hasbro characters 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 - all powered by distinguished voice actors - will be available to request at launch, with more following later this year.
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Analyst Views on HAS
Wall Street analysts forecast HAS stock price to rise
9 Analyst Rating
7 Buy
1 Hold
1 Sell
Moderate Buy
Current: 83.470
Low
90.00
Averages
95.71
High
100.00
Current: 83.470
Low
90.00
Averages
95.71
High
100.00
About HAS
Hasbro, Inc. is a game, intellectual property (IP) and toy company. The Company delivers play experiences to kids, families, and fans around the world, through physical and digital games, video games, and toys, among others. Its Consumer Products segment engages in the sourcing, marketing and sales of toy and game products around the world. Its Wizards of the Coast and Digital Gaming segment engages in the promotion of the Company's brands through the development of trading cards, role-playing and digital game experiences based on Hasbro and Wizards of the Coast games. Its Entertainment segment engages in the development and production of Hasbro-branded entertainment content, including film, television, children’s programming, digital content and live entertainment focused on Hasbro-owned properties. Its portfolio of brands includes MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Technology-Driven Character Management: Behavioral Licensing is powered by Hasbro's proprietary system, CharacterOS, which encodes characters' personalities, voices, and safety guardrails to ensure consistency across interactive experiences, addressing the issue of unauthorized character use in AI platforms.
- Strategic Partnership: Hasbro partners with AI audio company ElevenLabs to bring iconic characters like Optimus Prime and Megatron into ElevenLabs' Iconic Marketplace, further expanding the application of characters in AI products.
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See More
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- Behavioral Licensing Model: The newly introduced Behavioral Licensing focuses on how characters think, speak, and interact in dynamic experiences, ensuring authenticity and safety for characters in AI applications, thus providing a trusted framework for creators and brands.
- Technological Innovation: With the CharacterOS system, Hasbro can preserve character personality and voice in interactive experiences, addressing the challenge of unauthorized AI content use, and further promoting collaboration between brands and creators.
- Market Positioning: Sixth Wall's initial focus is on experiences for users aged 13 and above, actively participating in discussions around industry safety standards to ensure the safety of AI products while providing diverse application scenarios for future authorized character access.
See More
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- Morgan Advanced Materials Challenges: Morgan Advanced Materials reported sales of £996.6 million for 2025, down from the previous year, with net income dropping to £21.1 million; however, insider buying suggests confidence in future growth despite financial challenges.
See More
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- Opening Weekend Projections: Box office analysts estimate the film will generate around $80 million over its three-day opening weekend and approximately $95 million during the four-day Memorial Day holiday, indicating one of the weakest openings for a 'Star Wars' film in modern cinematic history.
- Market Competition and Opportunities: Despite facing limited competition, the film may benefit from the popularity of the television series and the extended holiday weekend; however, its performance will serve as a stress test for future 'Star Wars' theatrical releases amid a lackluster cinema run for the franchise and Marvel.
- Consumer Products Potential: Beyond box office revenue, Disney is expected to gain from a robust consumer products launch tied to the film, particularly with Grogu's popularity among fans, which could drive retail sales significantly, reminiscent of Hasbro's nearly $500 million in sales following the 2015 release of 'The Force Awakens.'
See More
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- Lower Production Costs: With an estimated production budget of $165 million, which is significantly lower than the typical $250 million or more for other Star Wars films, this film has a reduced profitability threshold, although marketing expenses remain a critical factor.
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