AI Usage at a Glance
Timeline
Jul 13, 2022
OtherPractice documented: Since 2022, Hasbro has offered a product called the Selfie Series, where customers scan their face using a smartphone app and receive a custom 3D-printed action figure with their likeness. The face-scanning and model-generation process is automated using computer vision technology.
Practice DocumentedView practice →Sep 29, 2022
OtherNew evidence: Formlabs & Hasbro Commercially Launch Selfie Series of 3D Printed Action Figures
Evidence AddedView practice →Jul 30, 2023
OtherPractice documented: In July 2023, Hasbro announced a partnership with Xplored, the maker of a digital board game platform called Teburu, to explore AI that could react to players' decisions in real time during board games. Following fan backlash, Hasbro clarified the partnership was for board games only and did not apply to Dungeons & Dragons.
Practice DocumentedView practice →Oct 30, 2023
Creative GenPractice documented: Hasbro launched a digital Ouija Board at ouija.com where users type questions and receive responses from AI-generated "spirits" modeled on historical figures like Shakespeare and Lincoln. It first launched in October 2023 and was revived through the end of 2025.
Practice DocumentedView practice →Jan 4, 2024
Creative GenPractice documented: In January 2024, Hasbro launched Trivial Pursuit Infinite, a free digital game that uses AI to generate unlimited trivia questions on any topic a player chooses — meaning the question supply never runs out. Players can rate questions and flag ones that seem wrong or inappropriate.
Practice DocumentedView practice →Feb 20, 2025
Data AnalysisPractice documented: Hasbro uses AI to analyze data for financial planning, demand forecasting, and order management — helping the company predict what products will sell, how many to make, and when to reorder inventory. This is an internal operation not visible to consumers.
Practice DocumentedView practice →Sep 16, 2025
OtherPractice documented: Hasbro has built a dedicated internal division called the AI Studio, focused on developing AI-powered experiences for consumers across its toy and game franchises. The studio has its own leadership and is described as building a "transformational platform" for how fans interact with Hasbro characters.
Practice DocumentedView practice →Oct 30, 2025
Creative GenNew evidence: Experience AI OUIJA Board… if you dare!
Evidence AddedView practice →Nov 25, 2025
ProductivityPractice documented: Hasbro has rolled out AI tools — including Google Gemini, OpenAI's ChatGPT, and Microsoft Copilot — to employees across the company for everyday tasks like drafting documents, analyzing data, and managing schedules. As of early 2026, the company expects these tools to free up over one million hours of lower-value work each year.
Practice DocumentedView practice →Feb 12, 2026
ProductivityNew evidence: Hasbro CEO claims AI integration is a “clear success” as Wizards of the Coast profits soar
Evidence AddedView practice →Feb 19, 2026
Creative GenPractice documented: Hasbro has formed a partnership with ElevenLabs, a company specializing in AI voice synthesis — technology that generates realistic human-sounding speech from text. The CEO named ElevenLabs alongside OpenAI and Google as active partners as of early 2026, though specific products using the technology have not been confirmed publicly
Practice DocumentedView practice →Feb 19, 2026
ProductivityNew evidence: Hasbro CEO: ‘We’re beyond experimentation’ with AI
Evidence AddedView practice →Feb 19, 2026
Creative GenPractice documented: Hasbro uses generative AI tools to help designers create toy concepts — producing roughly ten times as many ideas in the same time it used to take to produce one. Combined with 3D printing, the time from concept to physical prototype has dropped by around 80%. This approach began in earnest by 2025.
Practice DocumentedView practice →Feb 19, 2026
Data AnalysisNew evidence: Hasbro CEO: ‘We’re beyond experimentation’ with AI
Evidence AddedView practice →Mar 9, 2026
Creative GenPractice documented: Hasbro has built custom AI models trained on characters it owns — such as Peppa Pig and Optimus Prime — and uses them as virtual "co-designers" to evaluate whether new product ideas feel true to each character. The AI versions of Optimus Prime and Megatron even serve as interactive DJs at Hasbro's offices.
Practice DocumentedView practice →Mar 9, 2026
Creative GenNew evidence: Hasbro CEO reveals company uses AI versions of Peppa Pig & Optimus Prime to make products
Evidence AddedView practice →Mar 10, 2026
Creative GenNew evidence: We don't use AI for D&D because the audience doesn't want it, says Hasbro CEO
Evidence AddedView practice →Mar 11, 2026
Creative GenNew evidence: Hasbro CEO still has 'so much AI-based' grist in his own D&D games 'it would floor you', but he's not putting it in MTG cards or D&D books because people 'just don't want it'
Evidence AddedView practice →Mar 12, 2026
ProductivityPractice documented: Hasbro uses AI tools to create product pitches for potential licensing deals in days rather than the weeks or months such work used to take. The CEO described using AI to build a toy pitch for a Netflix show just days after watching it, giving Hasbro a speed advantage when approaching entertainment partners.
Practice DocumentedView practice →Mar 12, 2026
Creative GenNew evidence: Hasbro CEO Says Magic: The Gathering Has No Plans For Using Generative AI
Evidence AddedView practice →Recent activity
Since 2022, Hasbro has offered a product called the Selfie Series, where customers scan their face using a smartphone app and receive a custom 3D-printed action figure with their likeness. The face-scanning and model-generation process is automated using computer vision technology.
Launched commercially in September 2022 in partnership with 3D printing company Formlabs, the Selfie Series uses the Hasbro Pulse smartphone app to capture a facial scan, which is automatically processed into a 3D digital model using computer vision algorithms. The model is then printed on one of 30 or more Formlabs Form 3 resin printers at Hasbro's dedicated production facility, assembled with a standard injection-molded action figure body, and shipped to the customer. Available figures span franchises including Star Wars, Marvel, G.I. Joe, Power Rangers, and Ghostbusters. The product costs approximately $60. This practice sits on the boundary between computer vision automation and traditional manufacturing rather than generative AI.
In July 2023, Hasbro announced a partnership with Xplored, the maker of a digital board game platform called Teburu, to explore AI that could react to players' decisions in real time during board games. Following fan backlash, Hasbro clarified the partnership was for board games only and did not apply to Dungeons & Dragons.
Hasbro SVP Adam Biehl described the potential for AI to "generate experiences that could react to player decisions right away" through the Teburu platform, which connects physical board games to a companion app. The announcement caused alarm among D&D fans who feared AI would be introduced into the tabletop roleplaying game; Hasbro issued a clarification stating the Xplored partnership was "centered around future applications within board games and not the Dungeons & Dragons tabletop roleplaying game." No commercial products resulting from this partnership have been confirmed as of early 2026, and the current status of the collaboration is unclear.
Hasbro has built a dedicated internal division called the AI Studio, focused on developing AI-powered experiences for consumers across its toy and game franchises. The studio has its own leadership and is described as building a "transformational platform" for how fans interact with Hasbro characters.
The AI Studio was revealed through job listings and LinkedIn posts in September 2025. It is led by Roberta Thomson — a former head of Hasbro's communications function — as CEO, and has founding engineer roles. Gray Bright, who previously held the title VP of AI & Gaming Innovation while overseeing products like Trivial Pursuit Infinite, became the studio's Chief Creative Officer and Founder. Thomson described the studio as "laying the groundwork for a transformational platform — one that will change how fans interact with their favorite characters, scaling across worlds, franchises, and generations of play." The studio maintains a test environment at aistudio.digital.hasbro.com and aligns with Hasbro's "Digital and Direct" pillar from its 2025 strategy document.
All practices by category
Hasbro has formed a partnership with ElevenLabs, a company specializing in AI voice synthesis — technology that generates realistic human-sounding speech from text. The CEO named ElevenLabs alongside OpenAI and Google as active partners as of early 2026, though specific products using the technology have not been confirmed publicly
Hasbro launched a digital Ouija Board at ouija.com where users type questions and receive responses from AI-generated "spirits" modeled on historical figures like Shakespeare and Lincoln. It first launched in October 2023 and was revived through the end of 2025.
In January 2024, Hasbro launched Trivial Pursuit Infinite, a free digital game that uses AI to generate unlimited trivia questions on any topic a player chooses — meaning the question supply never runs out. Players can rate questions and flag ones that seem wrong or inappropriate.
Hasbro has built custom AI models trained on characters it owns — such as Peppa Pig and Optimus Prime — and uses them as virtual "co-designers" to evaluate whether new product ideas feel true to each character. The AI versions of Optimus Prime and Megatron even serve as interactive DJs at Hasbro's offices.
Hasbro uses generative AI tools to help designers create toy concepts — producing roughly ten times as many ideas in the same time it used to take to produce one. Combined with 3D printing, the time from concept to physical prototype has dropped by around 80%. This approach began in earnest by 2025.
Since 2022, Hasbro has offered a product called the Selfie Series, where customers scan their face using a smartphone app and receive a custom 3D-printed action figure with their likeness. The face-scanning and model-generation process is automated using computer vision technology.
In July 2023, Hasbro announced a partnership with Xplored, the maker of a digital board game platform called Teburu, to explore AI that could react to players' decisions in real time during board games. Following fan backlash, Hasbro clarified the partnership was for board games only and did not apply to Dungeons & Dragons.
Hasbro has built a dedicated internal division called the AI Studio, focused on developing AI-powered experiences for consumers across its toy and game franchises. The studio has its own leadership and is described as building a "transformational platform" for how fans interact with Hasbro characters.
Hasbro's job application system runs on Eightfold.ai, a hiring platform that uses machine learning to match job seekers with open positions and help companies identify candidates. This applies to anyone who applies for a job at Hasbro.
Hasbro uses AI tools to create product pitches for potential licensing deals in days rather than the weeks or months such work used to take. The CEO described using AI to build a toy pitch for a Netflix show just days after watching it, giving Hasbro a speed advantage when approaching entertainment partners.
Hasbro has rolled out AI tools — including Google Gemini, OpenAI's ChatGPT, and Microsoft Copilot — to employees across the company for everyday tasks like drafting documents, analyzing data, and managing schedules. As of early 2026, the company expects these tools to free up over one million hours of lower-value work each year.
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