Hasbro's Sixth Wall and Dynamic Creatures to Build Robot Characters

Hasbro's Sixth Wall Studio and Boston-based Dynamic Creatures will build robotic licensed characters that greet visitors, hold conversations and remember previous encounters at theme parks and resorts. The partnership, announced via Dynamic Creatures, merges two technologies that have each shipped in the past year: Sixth Wall's AI character software and Dynamic Creatures' SnowJay robotics platform.

The deal matters because it pushes Hasbro's intellectual property off screens and into physical space. Sixth Wall supplies what the companies call character intelligence — software that keeps a licensed figure consistent with its established personality, voice and story. Dynamic Creatures supplies the body — mobile robots that move, make facial expressions and gesture at people.

What does each company bring?

Sixth Wall Studio launched in June 2026 as a Hasbro unit. Its two core products are the CharacterOS platform and a Behavioral Licensing framework. Both were built to stop licensed characters from drifting off-brand in AI applications. Under the new deal, both will be adapted for physical robots rather than chatbots or apps.

Dynamic Creatures emerged from stealth in September 2026. The company builds custom robotic characters on top of existing robot platforms and serves as Boston Dynamics' official hospitality and entertainment partner. Its SnowJay robotics AI platform handles the full interaction loop: perceiving surroundings, coordinating movement, running conversation, storing memory and driving facial expressions and animatronics.

"Sixth Wall brings the character intelligence and creative framework," Dynamic Creatures co-founder and CEO Marc Theermann said in the announcement. "We bring the physical expression and presence. Together, we want to make meeting a favorite character feel like the beginning of an ongoing relationship."

How would a memory-enabled robot actually work?

The companies sketched one concrete scenario. A robotic character stationed at a resort welcomes a guest, sends that guest on a quest, and then asks how the adventure went when the two meet again later. The memory function is what separates this from traditional animatronics, which perform the same scripted loop for every visitor regardless of history.

That memory capability comes with limits. The companies said memory-based experiences will be built around guest choice and clearly defined permissions, with the specific arrangements set venue by venue. Initial applications using Sixth Wall technology will target audiences aged 13 and older — a constraint that signals where Hasbro sees early commercial fit and likely reflects brand-safety caution around younger children.

Roberta Thomson, CEO of Sixth Wall Studios, framed the partnership as an authenticity problem first and a hardware problem second. "Bringing a character to life means preserving the personality, voice, and story that fans love while opening up new ways to interact," Thomson said. "Our partnership with Dynamic Creatures takes that ambition into the physical world. We envision characters that can share an adventure with you while feeling unmistakably authentic from the first hello."

Where could these robots appear?

Theme parks and resorts are the launch category, but the companies are evaluating a wider footprint:

• Hotels
• Cruise ships
• Retail destinations
• Other entertainment settings

No deployment dates, venue partners, pricing or specific Hasbro character names were disclosed in the announcement.

The commercial logic is straightforward. Theme park operators compete on repeat visits, and a character that remembers a guest gives that guest a reason to come back — the same retention mechanic that drives loyalty programs, applied to entertainment hardware. For Hasbro, every robot interaction becomes a licensed-character touchpoint that extends the brand beyond toys and screens. The open question is whether guests will grant the permissions these robots need to remember them, and whether the experience justifies the cost of the machines once the novelty fades.