Hasbro launches Sixth Wall AI studio to license its IP characters for authorized third-party content
By
Christian Hoffer
Tries hard. Doesn't quite make it out of the oven in one piece.
Summary
Hasbro is launching Sixth Wall, a new AI studio that will allow third parties to license Hasbro's intellectual properties (including characters like Optimus Prime and Mr. Potato Head) for AI-generated content while maintaining brand guidelines. The initiative aims to provide an authorized alternative to the widespread unauthorized use of Hasbro characters on AI platforms, offering what CEO Roberta Thomson describes as an "authorized end-to-end blue check version" of fan content.
Key quotes
· 3 pulledEvery IP owner looks at all of the millions of unauthorized versions of their characters on other tech platforms and frontier models, and it's not a great experience for fans, and it's not on brand for us
So you have a few choices as an IP owner: You could decide to enforce on everything, whack a mole, send a bunch of cease and desists.
You could decide to enable the UGC directly with consumers … but the question we posed was, what if we just offered the authorized end-to-end blue check version of the characters?
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