Hasbro Partners with Dynamic Creatures for AI Character Robots

Hasbro's Sixth Wall Studio has partnered with robotics startup Dynamic Creatures to develop interactive robots based on licensed characters. The collaboration aims to deploy these AI-powered characters in hotels, cruise ships, retail destinations, and theme parks. Sixth Wall Studio launched in June 2026 as Hasbro’s AI studio focused on authorized character experiences. The joint venture combines Sixth Wall's character authoring and alignment with Dynamic Creatures' mobile, expressive robots to develop characters that can greet guests, share adventures, and remember them upon return.

Sixth Wall Studio will extend its CharacterOS platform and Behavioral Licensing framework into physical experiences. This system supports character speech, behavior, and personality consistency with established stories. Dynamic Creatures provides the physical robots, which are powered by the SnowJay AI platform to coordinate perception, movement, and behavior.

Technology Integration

The collaboration combines Sixth Wall's CharacterOS platform and Behavioral Licensing framework with Dynamic Creatures' mobile robots powered by the SnowJay AI system. The SnowJay robotics AI platform coordinates perception, movement, and behavior for conversation, memory, facial expression, and animatronics. The robots will give intelligence a physical presence by linking conversation and personality with expressive features like movements, gazes, gestures, and reactions.

Memory-enabled experiences are developed around guest choice and clearly defined permissions. Deployment details will be determined per venue and use case. Marc Theermann, co-founder and CEO of Dynamic Creatures, stated that characters can now share the physical world and respond to individuals. "Today CharacterOS is focused on voice, and Dynamic Creatures is focused on the physical embodiment," he said.

Character Applications

Robots will deliver personalized, memory-enabled experiences in hotels, cruise ships, retail destinations and theme parks for guests aged 13 and older. Initial Sixth Wall applications will align with this focus on audiences ages 13 and older. The companies envision characters that welcome guests, send them on quests, and ask about adventures during later encounters.

One specific use case involves a robot identifying a guest via an entrance ticket to provide personalized interactions like dining recommendations or skip-the-line suggestions. The partnership aims to create encounters that become part of an ongoing story at entertainment and hospitality venues, enabling interactions that can continue across multiple visits.

Safety and Development

Safety is a central pillar, with human-in-the-loop supervision today and plans to transition to telemonitoring as robot autonomy increases. The partnership emphasizes both the physical safety of the robot and safe interactions for Hasbro's brand and guests.

Dynamic Creatures develops custom robots using existing robotic platforms and is Boston Dynamics’ official hospitality and entertainment partner. The company emerged from stealth in September 2026 and recently released Hugo, its first living character robot. Hugo runs on the SnowJay robotics AI platform, features 43 actuators, and moves freely among guests. Roberta Thomson, CEO of Sixth Wall Studio, said the partnership takes the ambition of preserving personality, voice, and story into the physical world. The initial physical manifestation of the partnership will be the deployment of Hugo in theme parks and resorts.