Hasbro has issued a statement denouncing the Department of Homeland Security's recent use of artificial intelligence-generated images featuring the beloved Transformers character Optimus Prime to promote its deportation program. The company clarified that these posts were made without Hasbro's consent and do not reflect the values of the Transformers brand.
One of the controversial posts was an AI-generated movie poster parody titled "Transformers: Age of Deportation," which depicted Optimus Prime alongside insignia for the Department of Homeland Security (DHS) and Immigration and Customs Enforcement (ICE). A second post, which has since been deleted by DHS, showed Optimus Prime confronting a Sikh man with text that read, "Self-deport or find out" and "America for Americans. Get off our roads; you don’t know how to drive Mr Singh." This particular post drew widespread criticism for its overtly racist undertones.
In response, Hasbro posted on their Instagram account, "Optimus Prime is a beloved character who represents humility, leadership, compassion and justice. Hasbro is aware of the recent posts using his likeness. These posts were done without permission and do not represent the Transformers brand or Hasbro."
These DHS advertisements using Optimus Prime's likeness also drew criticism due to their timing, occurring shortly after the death of Peter Cullen, the long-time voice actor for the iconic Autobot leader. Cullen's final performance as Optimus Prime is set to be featured in the upcoming short film "Optimus Prime: Awakening," which will be screened alongside 40th-anniversary showings of "The Transformers: The Movie."
The use of AI-generated imagery and the appropriation of pop culture figures in social media campaigns has been a notable tactic of the Trump administration. Previous instances include an AI video from the White House featuring President Trump depicted as Green Lantern, and the design of new Space Force uniforms that drew comparisons to the visual styles of "Star Wars" and "Starship Troopers."