Hasbro, the renowned American toy and games company known for iconic brands like Transformers, Power Rangers, and G.I. Joe, has introduced artificial intelligence (AI) versions of 12 popular characters, including Optimus Prime, Megatron, G.I. Joe’s Cobra Commander, Mr. Potato Head, and characters from the Clue board game. This move, aimed at enhancing interactive experiences, could pose potential risks to children, according to experts.
These AI characters are now available for licensed use in various experiences and enterprise applications. Hasbro’s new AI studio, Sixth Wall, in collaboration with ElevenLabs, will bring these characters to life through animated AI representations. The company has also introduced “behavioural licensing,” a novel form of intellectual property licensing that governs how characters behave, think, and communicate. This initiative is supported by CharacterOS, ensuring safety protocols are maintained during interactions with the AI characters.
CEO Chris Cocks stated that this innovation expands opportunities for play and storytelling while safeguarding against unauthorized use of characters. The focus is primarily on individuals aged 13 and above, with no current plans for AI products targeting young children.
Voice actors, not AI, provided voices for the characters, ensuring authenticity through authorized source material. Concerns have been raised by experts regarding the impact on relationships and advertising, as children may form parasocial relationships with AI characters, leading to potential advertising influences and privacy issues regarding data collection and utilization.
Hasbro’s move aligns with a trend towards personalized and interactive experiences, similar to strategies employed by celebrity agencies. However, the concept of assigning intellectual property to fictional characters’ thoughts and actions has raised skepticism among some experts, who question the authenticity and commercial implications of such initiatives.
Overall, while this AI integration offers exciting possibilities for immersive experiences, it also raises important considerations regarding child safety, privacy, and the influence of AI characters on consumer behavior.
