Hasbro Faces Backlash Over AI Voice Rights in Peppa Pig Contracts

Hasbro is drawing sharp criticism from the entertainment industry after contract terms for its animated series Peppa Pig emerged requiring child voice actors to grant artificial intelligence rights to their performances.

The U.S. entertainment company, which acquired the Peppa Pig brand in 2019, has introduced AI clauses into contracts that would allow the company to clone children's voices and potentially use AI-generated audio in commercial assets tied to the franchise, according to Deadline, which first reported the story.

The Agents of Young Performers Association (AYPA) organized an open letter signed by nearly 1,000 industry professionals condemning the practice. While the letter does not name Peppa Pig specifically, industry sources confirmed to Deadline that the beloved children's series is the target of the campaign.

Why it matters

The controversy highlights a growing tension in entertainment production as studios seek to leverage AI capabilities while child welfare advocates warn of long-term consequences. Unlike adult performers who can provide informed consent, children cannot fully understand the implications of surrendering voice rights that could shape their professional identity for decades. The "take it or leave it" nature of these clauses creates an impossible choice for families who need the work but fear exploitation.

Industry-wide concern over child consent

The AYPA's letter emphasizes that children cannot provide fully informed legal consent, and parental approval should not serve as blanket permission to capture, clone, or reuse a child's voice indefinitely.

"No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences," the letter states. "Their voice should not become a permanent commercial asset before they have the legal and personal capacity to decide for themselves."

Industry sources told Deadline that AI clauses are increasingly appearing in contracts for child performers across television and film projects, but Hasbro's implementation on Peppa Pig has become a focal point for opposition.

Agents frequently contact AYPA for guidance on AI clauses without naming specific projects, indicating the issue extends beyond a single production.

Hasbro's response

A Hasbro spokesperson declined to comment on specific contract negotiations but stated the company is committed to protecting child performers.

"The protection of child performers is core to who Hasbro is, it's part of our DNA," the spokesperson said. "As industry standards around AI continue to evolve, we are committed to engaging with this issue in a responsible and transparent manner."

Created by Mark Baker and Neville Astley in 2004, Peppa Pig has become an international phenomenon. Season 11 premiered on Nickelodeon in March 2026, and Hasbro installed Adam Redfern as showrunner the same month.

The AYPA's letter calls on studio executives, producers, and casting teams to commit to responsible industry practices and reject contracts requiring child performers to surrender voice rights indefinitely and without limits.

Deadline's Jake Kanter first reported these details.