Full Breakdown
Hasbro’s AI Contract Terms Spark Controversy on “Peppa Pig”
6/25/2026, 9:02:06 PM
AI Clause Controversy
Hasbro, which bought the ‘Peppa Pig’ franchise in 2019, added contract language requiring child voice actors to grant rights to use AI tools to replicate their voices. The clauses would let Hasbro clone a child’s voice and use AI audio in assets. Move triggered a response from Agents of Young Performers Association (AYPA).
Background
‘Peppa Pig’, created by Mark Baker and Neville Astley in 2004, became a hit and entered its eleventh season on Nickelodeon in March 2026, with Adam Redfern as showrunner. Industry observers note AI clauses are increasingly appearing in contracts for children’s TV and film, reflecting a push by firms to secure AI-derived content rights.
Opposition
The AYPA-organized open letter has attracted nearly 1,000 signatories, indicating a coalition of professionals opposing the AI terms.
Official Response
Hasbro confirmed awareness of the open letter, declined comment on negotiations, and reiterated that protecting child performers is a core element of its identity while pledging responsible engagement as AI standards evolve.
Criticism
AYPA warns the AI clauses are presented as a “take it or leave it” ultimatum, argues children cannot give informed consent, and calls for an exemption of child-voice agreements from any AI usage.
Quotes
- “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,” — AYPA Open Letter
- “Any agreement involving a child’s voice should be fully exempt from all AI usage. No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences.” — AYPA Open Letter
- “We reject all contracts that require child performers to surrender voice rights indefinitely and without limits.” — AYPA Open Letter
- “Hasbro is aware of the open letter circulating regarding AI clauses in children’s performance contracts. We are not able to comment on specific negotiations or contractual arrangements. 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 Spokesperson
Conflicts
The open letter does not name ‘Peppa Pig’, yet multiple industry sources identify the series as the target of the AI clauses, leaving the contractual language unclear.
Outlook
Hasbro has signaled willingness to discuss AI-related contract terms as standards develop, and dialogue with AYPA and stakeholders may shape future agreements for child performers.
