Hasbro Launches Character.OS to Bring Iconic IP into AI Era
Sixth Wall uses voice-actor-backed AI to create interactive, brand-safe character experiences.
1Hasbro Enters AI Space
Hasbro has launched Sixth Wall, an AI-focused division designed to integrate its iconic intellectual property into interactive digital experiences. The company aims to move beyond traditional media by allowing fans to engage in real-time conversations with characters like Optimus Prime, Mr. Monopoly, and Cobra Commander through a new proprietary platform.
2Introducing Character.OS Platform
The core of this initiative is Character.OS, an operating system built to manage character interactions. This system utilizes what the company calls a golden record, which contains metadata encoding the lore, personality, and emotional range of each character. It ensures that digital interactions remain consistent with the established canon of their respective universes.
3Prioritizing Voice Actor Compensation
Unlike some AI ventures, Sixth Wall emphasizes ethical development by working directly with voice actors. The company has established specific contracts that provide upfront and ongoing compensation for bespoke performances recorded for the platform. This approach distinguishes their model from other AI services that have faced legal controversies regarding unauthorized voice usage.
4Strict Brand Safety Guardrails
Safety is a primary focus for the development team at Sixth Wall. The golden records include strict guardrails designed to prevent characters from discussing dangerous topics or violating brand identity. For instance, the system prevents characters like Peppa Pig from making inappropriate comments, ensuring the AI remains safe for younger audiences.
5Expanding Beyond Simple Chat
The company is experimenting with diverse interactive formats beyond basic one-on-one conversations. Potential applications include an AI-powered Ouija board and a version of Trivial Pursuit where characters act as dynamic hosts. These projects demonstrate how the technology can be applied to gaming and social experiences to increase user engagement with brands.
6Licensing Future AI Characters
Sixth Wall is not limiting its technology to Hasbro-owned properties. The company has already created a roster of over a dozen characters currently available for external licensing as AI conversationalists. By offering this platform to other entities, they hope to set a standard for how verified, high-quality AI characters are deployed.
7Current Audio-Only Limitations
The platform is currently focused exclusively on audio interactions, though the team plans to integrate visual avatars in the future. During recent demonstrations, the AI displayed the ability to provide context-aware advice, such as Cobra Commander offering humorous tips during a professional interview. This highlights the system's potential for sophisticated, character-driven dialogue.
8Strategic Industry Positioning
By building a structured framework for AI characters, Hasbro is attempting to bridge the gap between traditional entertainment and modern generative technology. This strategy allows the company to maintain control over its valuable IP while providing fans with novel ways to interact with beloved characters in an increasingly digital-first media landscape.
Original article: CNET — Hasbro Launches Character.OS to Bring Iconic IP into AI Era