Hasbro Inc. launched Sixth Wall, an artificial intelligence studio focused on creating AI-powered character experiences, the company announced. The initiative includes a strategic partnership with ElevenLabs and introduces what Hasbro calls "Behavioral Licensing" for AI character interactions.

Sixth Wall operates through CharacterOS, a proprietary system designed to preserve character personality, voice, and safety protocols across interactive experiences. The studio uses authorized source material and compensates voice performers through a talent participation model.

Twelve Hasbro characters will be available through ElevenLabs' Iconic Marketplace, including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and characters from Clue. The characters feature voice work from their original voice actors.

"CharacterOS is compelling because it unlocks a bigger creative canvas while addressing a real challenge in AI: the unauthorized use of content," said Chris Cocks, Hasbro's CEO.

The studio targets users aged 13 and older and enterprise applications. Hasbro stated it is not developing AI products for young children and is participating in industry discussions about AI safety standards.

Sixth Wall will offer time-bound licensing pilots for various applications, including interactive storytelling, conversational games, connected physical products, brand ambassadors, location-based entertainment, and customer engagement tools.

ElevenLabs, founded in January 2023, provides AI voice technology and serves millions of users through its voice generation platforms. The partnership allows access to Hasbro characters through ElevenLabs' marketplace infrastructure.

Requests for character access are being accepted through the ElevenLabs Iconic Marketplace and Sixth Wall's website. Additional characters and experiences will be announced later this year, according to the company's press release.