Tools · From the Field
Hasbro’s AI voices need a character brief, not just a script
ElevenLabs describes a production process built around actors and character experts. Hasbro reviews every proposed deal.
Reporting updated Sep 23, 2026
THE TAKEAWAY
Getting the voice right is one part of a character experience. The team also needs to decide what that character would say.
What Happened
Hasbro and ElevenLabs announced their partnership on June 3. The current offering includes voices such as Megatron and Cobra Commander, with businesses able to request licenses through the Iconic Marketplace.
ElevenLabs’ updated account still lists Optimus Prime as coming soon. A request listing is not a promise that a voice is ready for a production.
How They Built the Voices
ElevenLabs says Hasbro combined new studio recordings and archives with input from actors and character experts. Frank Welker worked on Megatron; Frank Todaro voices Starscream and Cobra Commander.
The company describes rejecting deliveries that sound wrong for a character, even when the voice itself is convincing. Hasbro’s Behavioral Licensing covers how a character speaks and interacts, with each deal subject to Hasbro’s review.
Why It Matters
In an interactive scene, players can ask things a fixed script never anticipated. A small team needs an answer for those exchanges before it builds the whole experience. A good voice sample cannot make that decision for the writer.
Bring a Scene to the Discussion
Prepare a short exchange showing the character at its best, then one where it should refuse or change the subject. Those examples make the proposed behavior easier to discuss with the rights holder.
