Nearly 1,000 actors, agents sign open letter against Hasbro’s AI voice clauses for Peppa Pig child actors
Nearly 1,000 industry professionals, including actors and agents, have signed an open letter organized by the Agents of Young Performers Association criticizing Hasbro for demanding child actors on the animated series Peppa Pig sign over their voices for AI use.
Nearly 1,000 actors, talent agents, parents and other professionals have signed an open letter this week condemning new contract clauses that require child voice actors on the children’s series Peppa Pig to surrender their voices to artificial intelligence. The letter, organized by the Agents of Young Performers Association (AYPA), targets what it describes as a “take it or leave it” ultimatum from a major studio holding intellectual property rights to an international children’s franchise. Industry sources confirmed to Deadline that the letter refers to Hasbro, the U.S. entertainment giant that acquired the Peppa Pig brand in 2019.
The open letter’s demands
Where the performer is a child, consent must be treated with the greatest of care. Children cannot provide fully informed legal consent and a parent or guardian’s approval should never be used as a blanket licence to capture, clone, train, or reuse a child’s voice indefinitely.
The AYPA argues that these clauses are increasingly appearing in contracts for TV and film projects involving children, and that Peppa Pig has become a lightning rod for concern. The letter does not name the series explicitly, but multiple industry sources have pointed to the long-running animated show. In theory, the clause could allow Hasbro to clone a child’s voice and use AI-generated audio in commercial assets tied to the franchise, including advertisements. The letter insists that no child should have their future professional identity shaped by an AI model created before they are old enough to understand its implications.
Industry reaction and Hasbro’s response
Agents who contested the clause were reportedly met with an inflexible stance. In an email to Variety, the AYPA board said the issue is universal: clauses permitting AI use for minors are being fought by agents across the industry. Hasbro, for its part, told Deadline it was committed to protecting child performers.
The company added that it wishes to engage with the AI debate in a responsible and transparent manner as industry standards evolve.The protection of child performers is core to who Hasbro is and part of our DNA.
A franchise in the spotlight
Peppa Pig first aired in 2004 on Channel 5 in the U.K. and has since become an international phenomenon spanning films, albums, merchandise and theme park experiences. The backlash over AI voice clauses marks a new chapter in the franchise’s history, putting it at the centre of a heated debate about the rights of child performers in an era of rapid AI adoption.
- Peppa Pig premieres and grows into an international children’s phenomenon.
- Hasbro acquires the Peppa Pig brand.
- The AYPA releases an open letter condemning AI voice clauses in a major children’s franchise.
- Nearly 1,000 signatures are gathered; Hasbro responds with a commitment to child performer protection and transparent AI engagement.
Broader implications for child voice actors
The controversy extends beyond a single show. Agents for young performers say they regularly field requests for advice on AI-related contract terms, though projects are seldom named. The AYPA’s letter warns that a child’s voice should not become a permanent commercial asset before they can legally and personally consent. The signatories reject all contracts that require child performers to surrender voice rights indefinitely. The incident has amplified calls for clearer industry-wide safeguards and consent standards when minors are involved.
