Which Hasbro characters are getting AI versions?

Mr. Potato Head, voiced by the late Don Rickles, and a Trivial Pursuit quiz show voiced by an AI-generated LeVar Burton are among the examples cited. A Megatron option for Alexa was also mentioned.

How will Hasbro make money from this?

Hasbro will act as talent agent and creative director for its characters, with another platform expressing them, according to CEO Chris Cocks.

What guardrails is Hasbro putting in place?

Cocks said Mr. Potato Head won't express certain things the character shouldn't offer an opinion on, with the voice based on recordings from Don Rickles' estate.

Audio & SpeechAI Business & IndustrySemafor Tech20h agoOct 29, 2026, 01:00 JST

Hasbro builds AI licensing business, starting with Sixth Wall studio

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3 Key Points

What happened
Hasbro CEO Chris Cocks said the company is building a business to license AI versions of its characters, launched its Sixth Wall AI studio in June, and is negotiating with a major cellphone carrier over an AI-voiced Trivial Pursuit quiz show.
Why it matters
The initiative lets Hasbro earn licensing fees from third-party platforms that express its characters, rather than trying to control how they spread, Cocks said.

WHO IT HITSToy and entertainment IP holders weighing whether to license their characters for AI-generated voices and experiences, and the voice actors and creatives whose work underlies those characters.

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Context & Analysis

Hasbro's move comes as IP rightsholders weigh how to respond to AI tools that can generate new content from their characters. CEO Chris Cocks compared the current moment to the early days of the internet, when rightsholders found themselves on the losing end of a cultural battle over user-generated content. Rather than fight the dispersion of the technology, Hasbro is choosing to embrace it, he said, framing the approach as an opportunity for the company, its partners, and the voice talent and creatives behind the characters to participate economically. The Sixth Wall AI studio, launched in June, is meant to mine Hasbro's 166-year history of IP for such opportunities. Cocks also emphasized guardrails, noting that Mr. Potato Head, whose voice will be based on recordings from Don Rickles' estate, won't express certain things the character shouldn't offer an opinion on.

FAQ

Which Hasbro characters are getting AI versions?: Mr. Potato Head, voiced by the late Don Rickles, and a Trivial Pursuit quiz show voiced by an AI-generated LeVar Burton are among the examples cited. A Megatron option for Alexa was also mentioned.
How will Hasbro make money from this?: Hasbro will act as talent agent and creative director for its characters, with another platform expressing them, according to CEO Chris Cocks.
What guardrails is Hasbro putting in place?: Cocks said Mr. Potato Head won't express certain things the character shouldn't offer an opinion on, with the voice based on recordings from Don Rickles' estate.

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