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.