The toy manufacturer, known for everything from Optimus Prime and Mr. Potato Head to Cobra Commander, has unveiled plans for its Sixth Wall Studio, and confirmed real voices actors will be used for the projects.

Sixth Wall CEO Roberta Thomson told The Hollywood Reporter: "Every IP owner looks at all of the millions of unauthorised versions of their characters on other tech platforms and frontier models, and it’s not a great experience for fans, and it’s not on brand for us.

“So you have a few choices as an IP owner: You could decide to enforce on everything, whack a mole, send a bunch of cease and desists.

"You could decide to enable the UGC directly with consumers … but the question we posed was, what if we just offered the authorised end-to-end blue check version of the character that a company could license from us?"

Hasbro is "comfortable" knowing the characters would only "show up in a context that we already approve of", while it also fits within their parameters.

The company has its own CharacterOS internal platform, which sets the personality traits and "guardrails" for each character.

This would avoid things like Mr. Potato Head avoiding giving out tips on cooking French fries.

As well as Mr. Potato Head and GI Joe's Cobra Commander, the first slate of IP will include Megatron from Transformers, and the cast of Cluedo.

Going further than simply using real voice actors, in some cases the original voice actor will be used, like Optimus Prime star Peter Cullen.

Thomson explained: "As we talked to the voice talent, we said very sincerely, this should be a new source of revenue for you.

"Because these experiences are enabled by the technology, they’re dynamic, interactive, and personalised.

"They’re not replacing something that you would currently go into the studio for, like a long-form movie voiceover."