Exclusive: Hasbro will license AI Mr. Potato Heads Hasbro is launching a new licensing effort, Sixth Wall, to create AI versions of popular characters like Mr. Potato Head and Megatron, complete with their signature voices. This initiative partners with actors and ElevenLabs to ensure authenticity and aims to provide brands with a safe, creator-first way to integrate characters into AI platforms. The company is focusing on a business-to-business strategy and is still exploring safety standards for AI-enabled play experiences for younger audiences.

• 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. Continue reading https://www.axios.com/2026/06/03/hasbro-license-ai-mr-potato-head-eleven-labs