Unlocking Character Potential: Hasbro's Sixth Wall and ElevenLabs Partnership in AI Innovation
Hasbro, a renowned company known for its popular brands like Transformers and Monopoly, has introduced its AI studio subsidiary called Sixth Wall and formed a strategic partnership with ElevenLabs, a leading AI audio company. Sixth Wall will utilize its proprietary CharacterOS technology to create a new 'Behavioral Licensing' model that focuses on how characters think, speak, and interact in dynamic experiences, going beyond their traditional appearances in media. This collaboration will initially feature close to a dozen iconic Hasbro characters, including Megatron and Mr. Potato Head, available through ElevenLabs' Iconic Marketplace.
The partnership between Hasbro and ElevenLabs opens up opportunities for the companies to explore the use of AI in monetizing intellectual properties through various applications such as AI-powered brand ambassadors, connected physical products, digital companions, and location-based entertainment experiences. The roster of characters will be accessible for requests at launch, with more characters expected to be added throughout the year. Sixth Wall will work with authorized recordings of Hasbro and third-party IP under a talent participation model.
Led by CEO Roberta Thomson, Sixth Wall's primary focus is on creating experiences for users aged 13 and above, as well as exploring enterprise-use cases. The company is currently not developing AI products targeted at young children. ElevenLabs recently announced its collaboration with Stan Lee Universe to incorporate the voice and likeness of the late Marvel Comics legend into its Iconic Marketplace, following previous agreements with celebrities like Michael Caine. Hasbro CEO Chris Cocks emphasized the significance of CharacterOS in expanding creative possibilities and addressing challenges related to unauthorized content use, while ElevenLabs co-founder Mati Staniszewski highlighted the importance of character voices in defining their personality and texture.
In conclusion, the partnership between Hasbro and ElevenLabs through Sixth Wall's innovative technology showcases a new approach to protecting and leveraging intellectual properties in the AI landscape. By focusing on the behavioral aspects of characters, this collaboration aims to offer unique and engaging experiences for users while safeguarding the integrity of iconic brands.