Hasbro Faces Backlash Over Demanding Child Actors Sign Away AI Voice Rights for Peppa Pig

Hasbro, the owner of the Peppa Pig franchise, is under fire after reportedly requiring child voice actors to sign new contracts that allow the company to use AI to reproduce their voices. The controversy began when an open letter from the Agents of Young Performers Association highlighted the issue without naming the franchise, but a subsequent Deadline report confirmed that the dispute involves the cast of Peppa Pig.

The letter states that a major studio owning an international children's franchise has offered contracts to child voice actors that include a clause allowing AI usage of their voices across all commercial assets. The studio has allegedly refused to remove this clause, adopting a 'take it or leave it' attitude. The letter argues that children cannot give informed legal consent for AI voice usage and that parents should not be asked to consent on their child's behalf.

"Any agreement involving a child's voice should be fully exempt from all AI usage," the letter concludes. "No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences. Their voice should not become a permanent commercial asset before they have the legal and personal capacity to decide for themselves."

Since its debut in 2004, Peppa Pig has featured various child actors for characters like Peppa and her brother George across over 400 episodes. As actors age, the series recasts roles to maintain the characters' youthful voices. Hasbro acquired the franchise in 2019 for $3.8 billion, and it now airs in over 180 countries, with spin-offs including a movie, theme parks, music albums, and merchandise.

In a statement to Deadline, a Hasbro spokesperson acknowledged the open letter but declined to comment on specific negotiations. "The protection of child performers is core to who Hasbro is, it's part of our DNA," the spokesperson said. "As industry standards around AI continue to evolve, we are committed to engaging with this issue in a responsible and transparent manner."