‘Behavioral Licensing’ and CharacterOS govern a character’s personality and voice — 12 characters, including Optimus Prime, in real voice-actor performances

Hasbro launched Sixth Wall, a dedicated AI studio that lets outside companies license its characters for AI-powered experiences, on June 3 (U.S. time). The company is leading with a new category it calls Behavioral Licensing, which trades not in how a character looks but in how it speaks and behaves.

해즈브로, ‘행동 라이선싱’으로 AI 캐릭터 시대 연다
글로벌 1위 완구회사. 해즈브로 식스 월 AI 스튜디오를 통해 캐릭터OS 기반 ‘행동 라이선싱’을 도입. 정품 AI 캐릭터와 성우 보상 구조를 패키지로 제공하며 캐릭터 비즈니스 룰의 전환을 예고
K-EnterTech HubJung Han

The core idea is to stop policing unauthorized AI characters after the fact and instead offer an authorized, official version — backed by rights, authenticity, and safety guardrails — as a licensable product. With many characters voiced by their original performers, including Peter Cullen, who has voiced Optimus Prime since the 1980s, the move is also drawing close attention from Hollywood’s voice-acting community.