Hasbro, the renowned American toy and games company known for iconic brands like Transformers, Power Rangers, and G.I. Joe, has introduced artificial intelligence versions of 12 popular characters. This innovative move is seen as both entertaining and potentially risky for children.
The lineup includes well-known figures such as Optimus Prime, Megatron, G.I. Joe’s Cobra Commander, Mr. Potato Head, and the characters from the board game Clue. These AI characters are currently accessible for licensed use in various scenarios, allowing interactions with Autobots, Decepticons, or even a talking potato.
The initiative aims to combat unauthorized versions of popular characters seen across various platforms. Hasbro collaborated with Sixth Wall, an AI studio, to animate these characters and introduced “behavioural licensing” to regulate how the characters act and communicate.
CEO Chris Cocks highlighted that this expansion offers new avenues for engagement and storytelling while safeguarding the authenticity of the characters. The focus will be on users aged 13 and above, with no current plans for AI products targeting young children.
Experts have expressed concerns about the potential impact on children’s relationships and advertising exposure. Matthew Johnson from MediaSmarts emphasized the influence of AI characters on young minds and the need for clear guidelines on data collection and usage.
Steve DiPaola, a professor at Simon Fraser University, noted that Hasbro’s move aligns with a trend towards personalized interactive experiences. However, he cautioned against the implications of granting intellectual property rights over fictional characters’ behaviors.
While the introduction of AI characters opens up new possibilities for engagement, it also raises questions about privacy, advertising influence, and the portrayal of beloved characters in the digital realm.