Creative GenerationAugments Human Labor

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

Details

CEO Cocks named ElevenLabs on the Q4 2025 earnings call (February 10, 2026) as one of Hasbro's AI vendor partners. ElevenLabs specializes in AI voice synthesis, including voice cloning — the ability to replicate specific voices from audio samples. Given Hasbro's confirmed use of character AI models for Peppa Pig, Optimus Prime, and Megatron, this partnership likely supports those applications. Separately, Cocks mentioned on the March 2026 Decoder podcast that his personal gaming setup includes voice cloning tools for his own Dungeons & Dragons games, indicating familiarity with the technology at the leadership level. No consumer-facing product powered by ElevenLabs has been officially announced.

Products affected

potentially future consumer products

Sources & Evidence

News Article

News ArticleVerified

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'

PC Gamer·Mar 2026

https://www.pcgamer.com/software/ai/hasbro-ceo-still-has-so-much-ai-based-grist-in-his-own-d-and-d-games-it-would-floor-you-but-hes-not-putting-it-in-mtg-cards-or-d-and-d-books-because-people-just-dont-want-it/

News Article

Hasbro CEO: ‘We’re beyond experimentation’ with AI

Retail Dive·Feb 2026

https://www.retaildive.com/news/hasbro-ceo-ai-toys/812500/

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.

Have evidence about Hasbro's AI practices? Submit a report.

Report a Sighting →