Tools · From the Field
Hasbro's licensed AI voices need a character brief, not just a script
ElevenLabs is building approved character voices with performers and specialists, while Hasbro retains review of their use.
Reporting updated Sep 23, 2026
THE TAKEAWAY
ElevenLabs is building approved character voices with performers and specialists, while Hasbro retains review of their use.
What Happened
A familiar voice gets attention immediately. But once a character can say new things, sounding right is only part of the work. Hasbro and ElevenLabs are developing licensed synthetic voices through the Iconic Marketplace. Their June 3 announcement names characters including Megatron and Cobra Commander, while Optimus Prime was described as a future addition. According to ElevenLabs, the voices draw on new studio recordings, archival material and character expertise. Frank Welker worked on Megatron, and Frank Todaro performed Starscream and Cobra Commander. Hasbro reviews proposed licensing arrangements. The company also describes a behavioral dimension to the license: the character needs to respond in ways that fit its established identity. An impeccable vocal impression isn't enough if the line feels wrong for the person supposedly speaking.
Why It Matters
A game studio building an interactive character needs to plan for questions no writer anticipated. That means creative guidelines, testing, permissions and human review belong in the workflow from the start.
VEYR Angle
The voice may make a character recognizable. Writing and direction make that character believable in a new experience.
