Hasbro is formalizing its approach to artificial intelligence with an updated set of principles designed to guide product development and fan engagement.
The framework places safety at the center, with the company committing to meet regulatory standards and prioritize the well-being, privacy, and trust of its audience — particularly kids. Hasbro also emphasized that AI will support play, not replace it, with tools designed to enhance creativity, storytelling, and interaction.
The company outlined a clear stance on transparency, stating it will disclose when AI plays a role in products and how those systems function. Human oversight remains a core requirement, with final decisions on design, safety, and release staying in human hands.
Hasbro also signaled a brand-specific approach, noting that franchises such as Magic: The Gathering and Dungeons & Dragons will continue to rely on human-created art and storytelling, in line with their player bases’ preferences.
The principles position AI as a tool — not a replacement — within Hasbro’s broader play and entertainment strategy.
See the full set of principles below.
The Toy Book continues monitoring the rise of AI as it pertains to the business of play. Keep an eye on our website and future issues for new developments.
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