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Hasbro Just Made Your Childhood Toys AI-Powered — Exciting Or Creepy?

Hasbro is no longer just asking consumers to buy toys, cards, board games, or movie-linked merchandise. It is now preparing for a world where its characters can talk back, react in real time, and potentially live inside theme parks, games, audiobooks, robots, and interactive stories. The company’s new AI studio, Sixth Wall, is designed to bring familiar names like Mr. Potato Head, Cobra Commander, Optimus Prime, Megatron, and Clue-style characters into AI-powered experiences while trying to protect their voices, personalities, canon, and safety boundaries. This comes at a time when Hasbro is already emphasizing its deep IP vault, licensing capabilities, digital gaming investments, and multi-generational entertainment strategy as central parts of its broader growth plan.