Overview
- Hasbro announced the launch of Sixth Wall on June 3, 2026, and is now accepting requests for authorized character access via the ElevenLabs Iconic Marketplace and sixthwallstudio.com.
- Sixth Wall introduced Behavioral Licensing, a licensing category that sells a character’s personality, canon, and interaction rules rather than just static visual or audio rights, enforced by a proprietary CharacterOS record for each character.
- The studio builds AI personas from authorized source material and real voice performances, compensates participating talent, and has made 12 characters available at launch including Optimus Prime, Megatron, Cobra Commander, and Mr. Potato Head.
- Hasbro says the offering targets enterprise use cases for ages 13 and up such as theme‑park animatronics, brand ambassadors, conversational games, robotics, and dynamic customer agents, and it is not developing child‑directed AI products now.
- Hasbro frames Sixth Wall as a response to widespread unauthorized AI copies by creating a controlled, revenue‑generating alternative that could set safety and licensing norms for character use in AI experiences.