D&D and Magic owner Hasbro is reportedly trying to get child actors from Peppa Pig to sign away their voices to AI

Hasbro's Controversial Push for AI Voice Rights from Peppa Pig Child Actors

Hasbro, the parent company behind beloved franchises like Dungeons & Dragons and Magic: The Gathering, is reportedly involved in a contentious effort to secure voice rights from child actors of the Peppa Pig franchise for use in AI projects. This revelation comes from an open letter published by the Agents of Young Performers Association and corroborated by a report from Deadline, which highlights concerns over the terms being offered to young performers.

According to the letter, Hasbro has been proposing contracts that require child voice actors to sign away their voice rights to AI, allowing the company to use their voices in all commercial assets across the franchise. The letter states: "A major studio who owns the IP for an international children’s franchise producing a long running animated television series has offered contracts to child voice actors insisting that they agree to the use of AI thus allowing them to use the child’s voice in all commercial assets within their franchise."

The open letter, signed by over 1,000 individuals, criticizes the lack of flexibility from Hasbro, stating that the clause is presented as a non-negotiable "take it or leave it" condition. The association has taken the matter public, hoping to draw attention from the broader entertainment industry and prevent such practices from becoming standard in the sector.

Hasbro's Troubled Decade and AI Obsession

Hasbro's recent history has been marked by a series of missteps that have eroded its reputation. From labor disputes and anti-union actions to high-profile management changes and project cancellations, the company has faced significant backlash. Its CEO has also been notably AI-obsessed, pushing for the integration of artificial intelligence across various aspects of the business.

This latest controversy may be the most alarming yet, especially given Hasbro's previous issues. The company has faced criticism for laying off 1,100 employees, including those involved in the development of Baldur's Gate 3, and for bungling the launch of its virtual tabletop platform, Sigil. These missteps have left many questioning whether Hasbro can recover from its recent setbacks.

When asked about the allegations, Hasbro issued a vague statement to Deadline, emphasizing its commitment to child performer protection and responsible engagement with evolving AI standards. However, the response has done little to reassure critics, who argue that no amount of corporate jargon can justify forcing children into AI-related contracts.

The issue of consent is at the heart of this debate. While adults may choose to sign away voice rights for AI use, children require parental consent, and even then, it's questionable whether they fully understand the implications of such a contract. This raises serious ethical concerns about exploitation and transparency in the entertainment industry.

The implications of this controversy extend beyond Peppa Pig. It could have far-reaching effects on Hasbro's future video game projects, particularly in an industry already grappling with AI-related labor disputes. Voice actors have been at the forefront of these issues, with prolonged strikes and negotiations aimed at securing fair treatment in the face of rapidly advancing technology. However, these efforts have been led by adult actors who are capable of organizing and advocating for their rights.

As the debate over AI and voice rights continues to unfold, Hasbro finds itself in an increasingly precarious position. Whether it can address these concerns responsibly remains to be seen.