Hasbro faces backlash over Peppa Pig voice AI clause

Hasbro is facing industry concern over new contract terms for child voice actors on Peppa Pig that would allow the use of their voices with AI. Industry sources said the clauses are now appearing frequently in children’s TV and film contracts, but their use on the long-running animated franchise has become a focal point for criticism.

Nearly 1,000 people have signed an open letter organized by the Agents of Young Performers Association condemning AI clauses tied to an unnamed international children’s franchise. The group said such terms are often presented on a “take it or leave it” basis and warned that children cannot provide fully informed legal consent for contracts that capture, clone, train or reuse their voices indefinitely.

Hasbro said it could not discuss specific negotiations or contractual arrangements, but said protecting child performers is central to the company and that it plans to engage with AI issues responsibly and transparently. Peppa Pig, created by Mark Baker and Neville Astley in 2004, is currently in Season 11 in the U.S. on Nickelodeon.