Hasbro, the owner of the popular children's franchise Peppa Pig, is reportedly attempting to secure contracts with child actors that would grant the company rights to their voices for artificial intelligence applications. This development comes amid ongoing industry-wide concerns about the impact of AI on voice performers. A recent report from The Wrap details accusations that Hasbro is pushing for new contracts allowing them to "use the child’s voice in all commercial assets within their franchise" via AI. This practice is seen as a significant threat by the Agents of Young Performers Association, who are advocating for performer protections. <figure><img src="/images/SwXjcufCu2Mm" alt="Peppa Pig and family."/><figcaption>Peppa Pig and its associated merchandising are a major focus for Hasbro.</figcaption></figure>
The controversy centers on contract clauses that could enable the studio to utilize a child actor's voice indefinitely without further compensation. An open letter, signed by over 1,000 performers but not initially naming Hasbro or Peppa Pig, alluded to a "a major studio who owns the IP for an international children’s franchise producing a long running animated television series" making these demands. While Hasbro has not directly denied being the subject of the letter, the company provided a statement to Deadline acknowledging awareness of the "AI clauses in children’s performance contracts" and asserting a commitment to addressing the issue responsibly.
This situation is part of a broader trend of AI's increasing influence and the challenges it presents to creative industries. Examples cited in the broader context include the posthumous sale of Stan Lee's likeness and voice to an AI company in 2026, a Yu-Gi-Oh voice actor suing over alleged voice theft for TikTok videos, and a Mega Man voice actor withdrawing from a project due to disputes over AI training clauses in union contracts. Amazon also recently launched a "game" featuring an AI-voiced Arnold Schwarzenegger. <figure><img src="/images/t9kjyyaD7HCa" alt="Openai Amazon"/><figcaption>AI-generated voices are becoming more prevalent across various media.</figcaption></figure>
The Peppa Pig franchise, launched in 2004, boasts global popularity and an extensive merchandising operation. The ability to use the voices of its young cast for toys, devices, and other tie-in products without requiring actors to return to the studio is a significant financial incentive for Hasbro. Critics argue that exploiting children's voices in this manner is unethical. The Agents of Young Performers Association's efforts highlight the growing tension between technological advancement and the protection of intellectual property and performers' rights.