Creative GenerationConsumer FacingVerified
Reviewed and published by trentmaziarz, March 22, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
Announced through Hasbro's official newsroom, the AI Ouija Board used a large language model to generate character-appropriate responses in real time, displayed via an animated digital planchette. It represented one of Hasbro's earliest consumer-facing deployments of generative AI. The experience ran seasonally, first appearing October 30, 2023 for Halloween, and was later extended through December 31, 2025. Hasbro positioned it as a playful entertainment product rather than a utility.
Products affected
Ouija
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). Hasbro: 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 (data as of 2026-03-22) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/4493d4e1-c640-4409-ad51-6387f665cff0. Accessed October 13, 2026.
- Stable link
- https://www.aitrace.org/r/practice/4493d4e1-c640-4409-ad51-6387f665cff0
- Data as of
- March 22, 2026
- Last verified
- April 10, 2026
Other practices by Hasbro
OtherSince 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.OtherIn 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.OtherHasbro 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.
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