Exclusive: Hasbro to license AI versions of Mr. Potato Head, other characters
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Hasbro's AI team, along with Mr. Potato Head Image: Hasbro
Hasbro on Wednesday announced a new effort to license AI versions of Mr. Potato Head and other popular characters, including their signature voices.
Why it matters: The move comes as consumer brands are trying to find ways to safely bring their characters into the AI era.
Driving the news: Hasbro, which made the announcement at the Axios AI+NY Summit, is setting up a new unit known as Sixth Wall to handle the licensing effort.
- Hasbro said initially it will make 11 of its characters available including Mr. Potato Head, Megatron, Cobra Commander, and the cast of Clue, with more expected later this year.
- The toymaker is working with real actors and ElevenLabs, which specializes in voice AI, to ensure that the characters have the voice that fans have come to know in movies and TV shows.
The intrigue: Hasbro is pursuing a business-to-business strategy rather than creating new consumer products.
- "It opens entirely new surfaces for play and storytelling, from making a store greeting feel magical to transforming a call waiting experience into a moment with a fan's favorite character," Hasbro CEO Chris Cocks said in a statement
Between the lines: The new effort seeks to change today's default, where AI image and video generators often surface copyrighted characters, but without permission or compensation to the people and companies that create them.
- "It is built around a creator-first model that gives voice talent and creatives a meaningful seat at the table," Cocks said. "It gives brands a trusted way to bring characters into new AI-enabled platforms without losing what makes them authentic."
Zoom in: Hasbro said it is not aiming its products at those under 13 and is still exploring the best way to bring AI-equipped toys to younger audiences as well as engaging in "broader industry discussions around safety standards and voluntary guardrails for AI-enabled play experiences."
- Mattel said last year it was working with OpenAI on toys for older kids using its franchises, but has yet to unveil any products.
