Hasbro spin-off turns classic toy franchises into interactive conversational agents and robots

Sixth Wall Studio, an artificial intelligence offshoot launched by Hasbro in June 2026, is developing conversational versions of iconic toy characters using a proprietary platform named Character.OS. The studio has built a catalog of over a dozen licensed personas—including Peppa Pig, Optimus Prime, and Cobra Commander—aiming to power voice assistants, phone services, and interactive media. Dynamic Creatures also announced a partnership with Sixth Wall to integrate these personalities into physical robots for hospitality venues, theme parks, and resorts. [1][2]

Sixth Wall relies on bespoke audio tracks from original voice actors who receive upfront pay and ongoing rights compensation. Built around "golden records," Character.OS enforces strict guardrails to keep interactions on-brand and prevent discussions about self-harm or inappropriate topics. While the platform currently operates as audio-only, the collaboration with Dynamic Creatures connects character voices to custom robots running on the SnowJay platform, such as the 43-actuator robot named Hugo. These physical deployments will target audiences aged 13 and older, relying on human teleoperation before eventually transitioning to autonomous monitoring. [1][2]