tech
Exclusive: Hasbro will license AI Mr. Potato Heads
The move comes as brands attempt to safely bring their characters into the AI era.
TL;DR
- Hasbro is launching a new unit called Sixth Wall to license AI versions of its characters.
- Initial characters will include Mr. Potato Head, Megatron, Cobra Commander, and the cast of Clue.
- The initiative uses real actors and ElevenLabs for AI voice generation to maintain character authenticity.
- Hasbro is pursuing a business-to-business strategy, focusing on licensing rather than direct consumer products.
- This effort aims to provide a controlled and compensated method for brands to utilize characters in AI platforms, involving creators.
- The company is not targeting products at children under 13 and is researching safety standards for AI play experiences.