Hasbro’s AI offshoot, Sixth Wall, is developing a new platform designed to integrate iconic characters into interactive, voice-based experiences. The initiative aims to allow fans to engage in real-time conversations with figures such as Optimus Prime, Mr. Monopoly, and Cobra Commander.
Developing Character.OS
Sixth Wall CEO Bertie Thomson explained that the company’s mission is to prepare its intellectual property for the era of artificial intelligence. To achieve this, the team created a platform called Character.OS, which functions as an operating system for its fictional characters. According to Thomson, the system relies on what the company calls a “golden record” for each character—a set of metadata that encodes the lore, personality, and emotional range of the figure.
These records are designed to ensure that interactions remain “on brand” and safe. By establishing strict guardrails, the company intends to prevent characters from discussing inappropriate or dangerous topics. For instance, the system is programmed to ensure that Peppa Pig does not make references to eating bacon, and that Optimus Prime does not provide advice on academic dishonesty.
Voice Actor Compensation and Future Plans
A key component of the Sixth Wall approach involves collaboration with voice actors. The company has worked with performers to record bespoke audio specifically for Character.OS, distinct from recordings used in films or animated series. Furthermore, Sixth Wall has established contracts that provide compensation to these actors for both their initial studio work and the ongoing use of their voice rights.
While the company is currently focused on audio-only interactions, it plans to integrate visual avatars in the future. During a recent demonstration, Thomson showcased a live conversation with an AI-powered Cobra Commander, highlighting the potential for interactive, personality-driven dialogue.
Beyond its existing portfolio, Sixth Wall is looking to expand its reach. The company has developed a roster of more than a dozen characters available for licensing as AI conversationalists and hopes to create golden records for intellectual property beyond the Hasbro brand. The team is also experimenting with broader applications, such as an AI-powered version of Trivial Pursuit and interactive experiences that allow users to engage with characters in new, conversational formats.
