The AI Innovation Bringing Hasbro's Characters to Life

In this episode, we sit down with Gray Bright, Chief Creative Officer & Founder of Sixth Wall at Hasbro, to explore what it actually means to bring some of the world's most iconic IP, from Transformers, Peppa Pig, Monopoly, and Clue, into the age of AI. From a Ouija board that attracted 250,000 interactions in 72 hours to a life-sized Optimus Prime taking up residence as the receptionist in Hasbro's new Boston office, Gray takes us through the experiments that convinced him this wasn't just a productivity play, it was a fundamentally new way to bring characters to life. We dig into the concept of behavioural licensing, why traditional brand guidelines and style sheets simply aren't built for characters that speak in real time to millions of people simultaneously, and how Hasbro's "golden record" and character operating system are setting the infrastructure standard for the industry. So tune in for more on why IP infringement at scale can be a gift rather than a threat, a candid look at how Hasbro is working with original voice talent to get compensation right in this new era, and what it will take for IP owners who haven't moved yet to avoid being left behind.