Hasbro AI Studio Unveils Interactive AI Versions Of Iconic Characters

BusinessRetailHasbro AI Studio Unveils Interactive AI Versions Of Iconic CharactersByJoan Verdon,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Joan Verdon is a veteran retail reporter based in Northern New Jersey.Follow AuthorJun 03, 2026, 04:31pm EDTJun 03, 2026, 04:35pm EDTAI-powered versions of twelve iconic Hasbro characters, including Mr. Potato Head, Megatron, and G.I. Joe villian Cobra Commander are now available for licensing from Hasbor's new AI Studio, Sixth Wall.(Photo by Mario Ruiz/Getty Images)Getty ImagesToymaker Hasbro today unveiled a project it has been working on in stealth mode for the past year - an AI studio tasked with giving iconic Hasbro properties like Mr. Potato Head interactive, AI-powered personas.Hasbro’s proactive approach to AI could signal the beginning of a new era in character licensing, and create a lucrative revenue stream for the giant toy and entertainment company. The company envisions a new kind of licensing model, which it is calling behavioral licensing, in which it licenses not only the character’s voice, but gives licensees access to a character’s personality, background story, and full creative DNA. Hasbro executives preface discussions about the AI studio with some important caveats. At this point they are not creating AI character personas designed to interact with children, or to be embedded in toys. Also, the AI personas are a B2B offering, not something consumers will purchase, with characters available for licensed use by business partners such as theme parks and entertainment venues, or to be used as chat assistants for retailers, or in-store brand amabassadors. The AI studio also addresss a key industry problem, according to Hasbro CEO Chris Cocks - the unauthorized AI use of intellectual property such as Hasbro’s iconic characters. Hasbro, he said in a statement, wanted to create a trusted way to bring characters onto AI-platforms, and to give credit to, and compens...