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The initiative could create a new revenue stream via AI-licensed character interactions and elevate IP monetization beyond traditional licensing, subject to pilot outcomes and safety/regulatory guardrails.
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Hasbro launches Sixth Wall, an AI studio, and unveils Behavioral Licensing with ElevenLabs to monetize iconic characters through AI-enabled experiences. The program will use CharacterOS to preserve personality, voice, and safety across interactive formats, with 12 iconic Hasbro characters offered on the Iconic Marketplace and pilots across 13+ enterprise use cases this year.
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