Hasbro Launches AI Versions of Optimus Prime and Other Icons

Hasbro is bringing some of its most iconic characters into the artificial intelligence era with the launch of Sixth Wall, a new AI studio designed to create interactive, AI-powered versions of beloved franchises such as Transformers, G.I. Joe, Clue, Monopoly, and Mr. Potato Head. The initiative represents one of the most ambitious attempts yet by a major entertainment company to transform intellectual property into dynamic AI experiences while maintaining control over how its characters are used.

At launch, twelve Hasbro characters are available for licensed AI use, including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and several characters from the classic board game Clue. Through a strategic partnership with AI audio company ElevenLabs, these characters can be integrated into a variety of applications, ranging from conversational games and digital companions to customer service agents, interactive storytelling experiences, theme park attractions, and AI-powered brand ambassadors.

A key feature of Hasbro’s new strategy is the introduction of what it calls “Behavioral Licensing.” Unlike traditional licensing agreements that focus primarily on a character’s appearance, Behavioral Licensing governs how a character thinks, speaks, and behaves during AI interactions. The system is powered by CharacterOS, Hasbro’s proprietary platform designed to preserve each character’s personality, established story canon, voice characteristics, and safety guardrails. According to the company, this framework was created in response to the growing number of unauthorized AI versions of popular characters already appearing across chatbots, gaming platforms, and content creation tools.

Hasbro executives believe the new model will help creators and businesses deploy recognizable characters without sacrificing authenticity. CEO Chris Cocks said the initiative opens entirely new opportunities for storytelling and fan engagement while ensuring that brands retain control over how their intellectual property is represented. Sixth Wall CEO Roberta Thomson emphasized that the goal is not simply to replicate voices but to preserve the essence of the characters themselves.

The project also places significant emphasis on voice talent. Many of the original performers behind the characters remain involved, including longtime Megatron voice actor Frank Welker and Optimus Prime voice actor Peter Cullen. For characters that historically lacked voices, such as those from Clue, professional actors were hired to create official performances. Hasbro says it has established a compensation model for performers and only uses authorized recordings and source material.

The partnership further strengthens ElevenLabs’ growing position in the AI licensing market. The company’s Iconic Marketplace already features celebrity voices and likenesses, and the addition of Hasbro’s characters expands its offerings beyond real-world personalities. ElevenLabs executives described the collaboration as a major step forward for commercial AI licensing, allowing businesses to legally access and deploy recognizable characters at scale.

Despite the excitement surrounding the initiative, experts have raised concerns about its potential impact, particularly on younger audiences. Although Hasbro says Sixth Wall is focused on experiences for users aged 13 and older and is not currently developing AI products for young children, critics argue that children may still be drawn to these interactive characters. Media literacy experts warn that young users often form emotional connections with human-like AI systems and may struggle to distinguish between entertainment, advertising, and genuine relationships.

Privacy advocates have also questioned how data collected through conversations with AI characters could be used. Interactive characters could potentially gather valuable consumer insights about products, entertainment preferences, or brand perceptions through seemingly casual conversations. Some researchers additionally worry that turning fictional characters into commercial AI agents could alter how fans perceive those characters over time, especially if the interactions become heavily focused on marketing or sales.

As entertainment companies continue searching for new ways to monetize intellectual property through AI, Hasbro’s Sixth Wall initiative may serve as a model for future character licensing. Whether it becomes a breakthrough in interactive storytelling or sparks broader debates about AI, branding, and consumer protection, the project highlights how rapidly artificial intelligence is reshaping the relationship between audiences and the characters they love.

Works Cited

Bolies, Corbin. “ElevenLabs Partners With Hasbro’s AI Studios to License Transformers, Mr. Potato Head, Clue Characters and More for AI Use.” Variety, 4 June 2026, https://variety.com/2026/biz/news/elevenlabs-hasbro-ai-studios-transformers-mr-potato-head-clue-characters-1236766088/.

“Hasbro Launches Sixth Wall, a New AI Studio Building the Next Generation of Character Experiences.” Business Wire, 4 June 2026, https://www.businesswire.com/news/home/20260603297922/en/Hasbro-Launches-Sixth-Wall-a-New-AI-Studio-Building-the-Next-Generation-of-Character-Experiences.

McIntosh, Emma. “Hasbro Launches AI Versions of Optimus Prime, Mr. Potato Head and More. Experts Have Concerns.” CBC News, 5 June 2026, https://www.cbc.ca/news/entertainment/hasbro-ai-characters-9.7223872.

“Hasbro AI Characters.” CBC News, 2026, https://i.cbc.ca/ais/4a6d3aca-22c2-446f-adb4-ccac7d502425,1780604836409/full/max/0/default.jpg.

“Hasbro and ElevenLabs AI Character Partnership.” Axios, 3 June 2026, https://images.axios.com/fbF2zf_2y0ZsnYd4pFdCRvav4GI=/0x340:2048x1492/1920x1080/2026/06/03/1780494904885.jpeg.