ElevenLabs has partnered with Hasbro to bring some of the toy and game company’s most recognizable characters into its Iconic Marketplace, where companies can license celebrity voices and likenesses for commercial use. The lineup includes characters from Transformers, Monopoly, Clue, Mr. Potato Head and other Hasbro properties, with some available immediately and others, including Mr. Monopoly and Optimus Prime, coming soon.
The partnership was announced by ElevenLabs and Hasbro’s AI Studio during Axios’ AI+NY event in New York. Hasbro CEO Bertie Thomson and ElevenLabs head of partnerships Dustin Blank presented the collaboration alongside AI demos of Peppa Pig and G.I. Joe’s Cobra Commander. Peppa Pig is currently available only in demo form.
Thomson said the deal was designed with “detailed and robust asset guardrails” to control how characters are used, describing the model as “behavioral licensing.” He said AI could create new opportunities for brands to make characters more dynamic and interactive, including possible appearances in theme parks and other live experiences.
The company said many of the characters’ original voices will remain in place, including Peter Cullen’s voice for Optimus Prime and Frank Welker’s voice for Megatron. For characters that did not already have established voices, such as those from Clue, voice actors were cast to define them for the platform.
Blank described the partnership as the first of its kind, saying it allows businesses to directly license iconic Hasbro characters through ElevenLabs and signaling a new model for intellectual-property licensing in the AI era.
The announcement reflects a broader push by entertainment companies to find new revenue streams from their intellectual property through artificial intelligence. It comes months after a reported Disney licensing deal for OpenAI’s Sora fell apart after Sora’s shutdown, highlighting how companies are experimenting with AI partnerships while also navigating risk and control over character use.
The move also follows ElevenLabs’ recent addition of Stan Lee’s voice and likeness to its platform. The late Marvel creator joined other well-known figures already available through the service, including Matthew McConaughey, Michael Caine, Judy Garland, David Hasselhoff and Albert Einstein. A representative for Stan Lee Universe said the collaboration helps continue the experience fans already associate with Lee’s comics by making his voice accessible through AI.
ElevenLabs, founded in 2022, has grown rapidly in the AI audio market. Earlier this year, the company raised $500 million in a Series D round at an $11 billion valuation, coming just months after it offered employees a $100 million tender offer at a $6.6 billion valuation.
