Hasbro, the owner of the popular Peppa Pig franchise, is reportedly facing backlash after a report surfaced alleging the company is requiring child actors who voice characters in the long-running animated series to sign new contracts that grant Hasbro the right to reproduce their voices using artificial intelligence. The franchise has been owned by Hasbro since 2019.
The situation gained public attention through an open letter from the Agents of Young Performers Association, which highlighted a dispute without initially naming the specific franchise involved. However, a subsequent report from Deadline confirmed that the controversy involves the cast and owners of Peppa Pig.
According to the open letter, a major studio with intellectual property for an international children's franchise has presented contracts to young voice actors that include clauses for AI voice usage across all commercial assets within the franchise. The letter criticizes the "take it or leave it" approach to these terms, emphasizing that it will not be accepted and urging the wider industry to take note.
The association argues that minors are legally incapable of providing informed consent for the broad AI usage of their voices and that companies should not ask parents to consent on their behalf. The letter concludes by stating that any agreement involving a child's voice should be exempt from all AI usage, asserting that children should not have their future professional identity shaped by AI models developed before they are old enough to comprehend the consequences, nor should their voices become permanent commercial assets before they possess the legal capacity to make such decisions.
Since its debut in 2004, Peppa Pig has featured various child actors for characters like Peppa and her brother George across more than 400 episodes. The series has a history of replacing its younger cast members as the actors mature, while the characters themselves remain young.
A Hasbro spokesperson acknowledged awareness of the open letter but declined to comment on specific negotiations or contractual arrangements. The spokesperson stated, "The protection of child performers is core to who Hasbro is, it's part of our DNA. As industry standards around AI continue to evolve, we are committed to engaging with this issue in a responsible and transparent manner."
Hasbro acquired the Peppa Pig brand in 2019 for $3.8 billion. The series is broadcast in over 180 countries and has expanded into various media, including a movie, theme parks, music albums, and extensive merchandise.