AI BriefingHasbro
Key point
ElevenLabs has recreated the voices of Hasbro's iconic characters, including Transformers and GI Joe, using AI and begun licensing them through the Iconic Marketplace.
Details
ElevenLabs has partnered with toy and entertainment company Hasbro to recreate decades-old character voices using AI, officially licensing them to developers and businesses through the Iconic Marketplace.
Characters currently available include:
- Transformers: Megatron (Frank Welker), Grimlock (Gregg Berger), Starscream (Frank Todaro)
- GI Joe: Cobra Commander (Frank Todaro)
- Mr. Potato Head, the Clue series (Colonel Mustard, Miss Scarlett, Professor Plum, Solicitor Peacock)
- Coming soon: Optimus Prime (Peter Cullen), Mr. Monopoly, and more
The voices were produced using new studio recordings from the original voice actors as well as existing archives, with emotional authenticity to the character prioritized over technical accuracy. Kamil Soldacki, an audio expert at ElevenLabs, explained that "voice is like a logo — it's the first thing people recognize and the last thing they forget."
The licensed voices can be used across a range of fields including games, apps, advertising, and robotics. All contracts go through Hasbro's review process, and how the characters speak and behave is managed according to Hasbro Behavioral Licensing policy.
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