What happened
Hasbro is establishing a new business unit to license AI-generated versions of its intellectual property, specifically focusing on character voices and personalities. CEO Chris Cocks disclosed on Semafor’s Compound Interest that the company launched its Sixth Wall AI studio in June to leverage its 166-year history of IP. The initiative involves creating AI avatars of characters like Mr. Potato Head, using voice recordings from the estate of late actor Don Rickles, and Trivial Pursuit, featuring an AI-generated LeVar Burton. Hasbro is currently negotiating with a major cellphone carrier to replace customer-support hold music with an AI-voiced Trivial Pursuit quiz show. The company positions itself as a talent agent and creative director for these digital characters, allowing third-party platforms to deploy them while Hasbro manages the creative and rights aspects.
Hasbro CEO Chris Cocks announced that the company is building a business to license AI versions of its iconic characters. This initiative is part of a broader strategy to leverage the company’s 166-year history of intellectual property in the age of .
The company launched its Sixth Wall AI studio in June to mine its IP history. Cocks stated that Hasbro is negotiating with a major cellphone carrier to have a Trivial Pursuit quiz show, voiced by an AI-generated LeVar Burton, replace customer-support hold music.
A specific example cited is an AI-generated Mr. Potato Head, voiced by the late Don Rickles, which is being developed to answer customer-service calls. The voice is based on recordings from Rickles’ estate. Cocks noted that the 'Transformers' character Megatron is already serving as an AI-powered deejay at Hasbro’s Rhode Island headquarters.
Cocks described Hasbro’s role as acting as 'talent agents and creative directors' for the characters, while other platforms handle the expression and deployment. He emphasized that are in place to ensure characters like Mr. Potato Head do not express opinions on topics they should not be commenting on.
Why it matters
This move represents a significant strategic shift for major IP holders in the AI era, moving from defensive postures against unauthorized AI use to proactive commercialization. By licensing AI versions of its characters, Hasbro creates a new revenue stream and establishes a model for how traditional entertainment companies can integrate into their business operations. It also highlights the evolving role of voice actors and estates in the AI economy, as their likenesses and voices become licensable digital assets. The implementation of to restrict what these AI characters can say or do addresses potential brand safety and ethical concerns, setting a precedent for responsible AI deployment in consumer-facing applications.
This development marks a proactive approach by a major toy and game company to monetize AI technology rather than resisting it. Cocks compared the situation to the early days of the internet, where IP rightsholders initially struggled with user-generated content but eventually found ways to benefit from it.
The strategy creates a new economic model for voice talent and creatives, allowing them to participate economically in the use of their likenesses and voices in AI applications. This could set a precedent for how other entertainment companies handle AI licensing.
The use of AI in customer service and entertainment contexts demonstrates a practical application of that enhances user engagement while potentially reducing costs for service providers. The inclusion of addresses concerns about brand safety and the potential for AI characters to generate inappropriate content.
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What to watch next
Monitor the outcome of Hasbro’s negotiations with the major cellphone carrier to see if the AI-voiced Trivial Pursuit hold music is deployed. Watch for the release of specific AI character products or services from the Sixth Wall AI studio. Observe how other major IP holders respond to Hasbro’s licensing model and whether similar AI character services emerge in other industries. Track any public reactions from voice actors’ estates or consumer groups regarding the use of AI-generated likenesses.
The specific terms and outcome of the negotiation with the major cellphone carrier for the AI-voiced Trivial Pursuit hold music will be a key indicator of the commercial viability of this model.
The launch of additional AI character products or services from the Sixth Wall AI studio will show the scope and scale of Hasbro’s AI licensing business.
Reactions from other IP holders and the broader entertainment industry to Hasbro’s approach will indicate whether this becomes a widespread trend or remains a unique strategy.
Consumer and industry responses to the use of AI-generated voices and likenesses, particularly regarding the estates of deceased actors, will be important to monitor for potential ethical or legal challenges.