Teletubbies IP owner WildBrain has bought Personality AI in an $11 million cash and stock deal to create safe conversational AI experiences for kids in partnership with IP owners.
Personality AI, launched a year ago, has tech tools to create interactive characters using generative AI. WildBrain and the AI product maker will work with IP owners to create interactive experiences across toys, apps and platforms via licensing agreements.
Amid mounting concerns about kids growing up with AI “friends,” WildBrain, a Canadian kids and family entertainment company, told The Hollywood Reporter that Personality AI products are not open-ended platforms, but are tested to ensure safe interactions.
An example is Hey Peppa Pig, an interactive voice experience developed with Hasbro to allow kids to talk with Peppa Pig on Amazon’s Fire Kids tablets. WildBrain has acquired all outstanding shares of Personality AI for $11 million in cash and 1 million company shares.
Personality AI will also receive $2 million on the first anniversary of the deal closing, and additionally up to $56 million in cash based on meeting performance goals the three calendar years to 2029.
The sales agreement also has John Goscha, founder and CEO of Personality AI, joining WildBrain as executive vp, Personality AI, along with his team of experts, and all reporting to Josh Scherba, president and CEO of WildBrain.
“I’d like to welcome John and his team to WildBrain, who bring proven new technology and commercial capabilities to our platform. Our strategy at WildBrain is centerd on building long-term value by activating IP on a global scale. As fan engagement continues to evolve, we believe interactive AI experiences represent an important new opportunity for brands to connect with audiences in meaningful ways,” Scherba said in a statement.
In Dec. 2025, Sony Pictures Entertainment and Sony Music Entertainment Japan took a significant stake in Peanuts Holding LLC, the company that controls the intellectual property rights of the beloved characters created by Charles M. Schulz such as Charlie Brown and Snoopy, by acquiring a 41 percent stake held by WildBrain for $460 million.
