GoKawiilHasbro's Sixth Wall builds AI platform to give Transformers, G.I. Joe voices
Hasbro's AI unit Sixth Wall has developed Character.OS, a system designed to let licensed characters like Optimus Prime, Megatron and Mr. Monopoly hold AI-driven conversations with fans. CEO Bertie Thomson said the project began as internal tests pairing toys with hardware and voice synthesis tools before expanding into a formal platform with compensated voice actors and defined content guardrails.
GoKawiil's interpretation of the reporting above, not reported fact.
The approach could set a template for how toy and entertainment companies monetize AI interactions with owned characters while avoiding the legal and ethical issues that have hit rival services like Character.AI, which recently filed for bankruptcy. By building compensation and guardrails into the system from the start, Hasbro may be positioning itself to license this technology more broadly across its catalog of characters.
- Sixth Wall, Hasbro's AI division, created Character.OS to power AI conversations with licensed characters.
- The system includes upfront and ongoing compensation for voice actors plus content guardrails.
- Early tests involved pairing physical toys with hardware and voice AI tools like ElevenLabs.
Transformers Optimus Prime Interactive Figure — If AI-powered chats with Optimus Prime sound fun, this interactive figure brings some of that character-driven charm into your home right now. It's a great way to experience Hasbro's beloved Transformers universe through voice and personality-driven play, bridging the gap until AI companions like Sixth Wall's become mainstream.
See Transformers Optimus Prime Interactive Figure on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: cnet.com — Rachel Kane, 2026-11-12
Published there as: “Hasbro Is Using AI to Bring Characters to Life — With Limits”
Read the original report → The summary and analysis above are GoKawiil's own, written from reporting by the source above. Facts and quotes belong to the original publisher.