Hasbro’s Sixth Wall, Dynamic Creatures Partner to Bring Robotic Characters to Theme Parks
By Greg Bock · · 2 min read
Insider Brief
- Hasbro’s Sixth Wall Studio and Dynamic Creatures are partnering to develop interactive robotic characters that can greet visitors, engage in conversations and remember previous encounters at theme parks and resorts.
- The collaboration combines Sixth Wall’s AI character software with Dynamic Creatures’ SnowJay robotics platform, which coordinates movement, facial expressions, conversation and memory.
- The companies are exploring applications in hotels, cruise ships and retail venues, with memory-enabled interactions subject to guest permissions and initial Sixth Wall applications focused on audiences ages 13 and older.
Hasbro’s Sixth Wall Studio and Dynamic Creatures are developing robots based on licensed characters that could greet visitors, interact with them and remember previous encounters at theme parks and resorts.
According to Dynamic Creatures, the partnership combines Sixth Wall’s AI software for managing character personalities and behavior with Dynamic Creatures’ mobile robots, which use movements, facial expressions and gestures to interact with people.
“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.”
Dynamic Creatures, which emerged from stealth in September 2026, develops custom robotic characters using existing robot platforms. The Boston company is also Boston Dynamics’ official hospitality and entertainment partner. Its SnowJay robotics AI platform coordinates how robots perceive their surroundings, move and behave, bringing together conversation, memory, facial expressions and animatronics to support interactions with visitors.
Sixth Wall, launched by Hasbro in June 2026, develops technology designed to keep licensed characters consistent with their established personalities, voices and stories. Its CharacterOS platform and Behavioral Licensing framework will be adapted for use in physical robots.
“Bringing a character to life means preserving the personality, voice, and story that fans love while opening up new ways to interact,” added Sixth Wall Studios CEO Roberta Thomson. “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.”
Dynamic Creatures pointed to an example where a robotic character at a resort could welcome a guest, send them on a quest and ask about the adventure when they meet again. Beyond theme parks and resorts, the companies are looking at how characters could be put to use in hotels, cruise ships, retail destinations and other entertainment settings.
The companies said experiences involving memory would be developed around guest choice and clearly defined permissions, with specific arrangements determined for each venue. Initial applications involving Sixth Wall technology will focus on audiences ages 13 and older.
