Hasbro Pushes Child Actors to Sign AI Voice Agreements

The rise of AI technology has posed significant challenges for voice actors, whose unique performances can now be easily replicated by increasingly sophisticated AI systems. Following an 11-month strike addressing these concerns, the situation remains tense within the industry. Recently, it has come to light that Hasbro, the owner of Peppa Pig, is seeking to have child actors sign contracts that would grant AI the rights to use their voices.

In 2026, we witnessed Stan Lee’s likeness and voice being sold to an AI company, a Yu-Gi-Oh voice actor taking legal action against TikTok for allegedly using his voice without permission, and the voice of Mega Man being dropped from the twelfth game after Capcom refused to accept union contracts that would prevent training AI on actors’ voices. Additionally, Amazon’s often-overlooked Luna service has launched a “game” featuring an AI-generated voice of Arnold Schwarzenegger.

According to reports, Hasbro’s latest initiative involves drafting contracts for child actors that, as stated by the Agents of Young Performers Association, require them to consent to the use of AI. This would allow the company to utilize the child’s voice across all commercial assets related to their franchise.

An open letter from the association, signed by over 1,000 performers, does not explicitly name Hasbro or Peppa Pig but refers to “a major studio that owns the IP for an international children’s franchise producing a long-running animated television series.” However, Hasbro has acknowledged the open letter, stating it is “aware of the open letter circulating regarding AI clauses in children’s performance contracts” and is “committed to engaging with this issue in a responsible and transparent manner.” Notably, they did not deny being the focus of the letter.

Peppa Pig, which debuted in 2004, has become immensely popular among preschoolers and their parents worldwide, supported by a vast merchandising operation. It seems Hasbro aims to leverage the voices of the ever-changing cast of child actors for toys, devices, and other tie-ins without the need to compensate the actors for studio time. This approach raises serious ethical concerns.