Hasbro Characters to Come to Life as Interactive Robots
Roberta Thomson, Managing Director of Sixth Wall Studio, and Marc Theermann, Co-Founder and CEO of Dynamic Creatures, are combining their expertise in AI-powered character development and robotics through the new partnership.
(eap) US-based robotics company Dynamic Creatures and Sixth Wall Studio, an AI studio founded by Hasbro in 2026, have announced a partnership to bring well-known Hasbro characters to life using artificial intelligence (AI) and interactive robots. The collaboration aims to develop robotic characters capable of interacting autonomously with guests at theme parks, resorts and other leisure and entertainment venues.
To achieve this, the partners will combine Sixth Wall Studio’s AI-powered character development capabilities with Dynamic Creatures’ mobile robotics technology. Using its “CharacterOS” platform and “Behavioral Licensing” framework, Sixth Wall aims to ensure that the characters remain true to their established personalities, voices and backstories, even during spontaneous interactions. Dynamic Creatures will be responsible for the technical implementation, giving the virtual characters a physical presence. For example, the robots could welcome guests, send them on a mission and ask how their adventure went when they meet again later.
“Bringing a character to life means preserving the personality, voice, and story that fans love while opening up new ways to interact,” explains Roberta Thomson, CEO of Sixth Wall Studio. “Our partnership with Dynamic Creatures takes that ambition into the physical world. We envision characters that can share an adventure with you while feeling unmistakably authentic from the first hello.”
“For generations, people have formed powerful connections with fictional characters. Now those characters can share our physical world and respond to us as individuals,” says Marc Theermann, co-founder and CEO of Dynamic Creatures. “Sixth Wall brings the character intelligence and creative framework. We bring the physical expression and presence. Together, we want to make meeting a favorite character feel like the beginning of an ongoing relationship.”
Beyond theme parks and resorts, the companies see further potential applications in hotels, on cruise ships, in shopping centres and at other leisure and entertainment destinations. A key element of the concept is the characters’ ability to “remember” previous encounters and refer back to them during subsequent interactions. These memory-based features are to be developed with guest consent and clearly defined permissions in mind, with specific implementation details tailored to each location and use case. The first applications are expected to focus on audiences aged 13 and over.
Dynamic Creatures was founded this year by former executives from Boston Dynamics, Google and the Robotics and AI Institute (RAI) headquartered in Massachusetts and is Boston Dynamics’ official partner for the entertainment and hospitality sectors. Specific locations or launch dates for the first robotic Hasbro characters have not yet been announced. ■
