United Kingdom, June 4 -- Hasbro is launching an AI studio to allow third parties to license its iconic characters.

The toy manufacturer, known for everything from Optimus Prime and Mr. Potato Head to Cobra Commander, has unveiled plans for its Sixth Wall Studio, and confirmed real voices actors will be used for the projects.

Sixth Wall CEO Roberta Thomson told The Hollywood Reporter: "Every IP owner looks at all of the millions of unauthorised versions of their characters on other tech platforms and frontier models, and it's not a great experience for fans, and it's not on brand for us.

"So you have a few choices as an IP owner: You could decide to enforce on everything, whack a mole, send a bunch of cease and desists.

"You could dec...