Peppa Pig's cast of child actors have reportedly been told they must sign new contracts that allow brand owner Hasbro to reproduce their voices using AI.
Hasbro has owned the Peppa Pig franchise, which began as a popular British children's TV series, since 2019. Now, however, the company is seeking to expand the franchise further with AI-voiced usage of its characters, including those voiced by minors.
The situation has caught public attention after an open letter from the Agents of Young Performers Association flagged the situation without naming the franchise involved. However, a subsequent Deadline report has now confirmed that it is the cast and owners of Peppa Pig who are currently in dispute.
"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 explained.
"The refusal to remove this clause with an attitude of 'take it or leave it' has led us write this letter to make it clear that this will not be accepted and to bring this matter to the attention of the wider industry."
The letter argues that children cannot provide informed legal consent to sign away their voice for AI usage, and that companies should not be able to ask a parent to provide consent for their child.
"Any agreement involving a child's voice should be fully exempt from all AI usage," the letter concluded. "No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences. Their voice should not become a permanent commercial asset before they have the legal and personal capacity to decide for themselves."
Since its first episode aired in 2004, Peppa Pig has featured various voices for its younger characters, such as Peppa herself and her brother George, over more than 400 episodes to date. As its actors grow up, the series has continually replaced its younger cast — as Peppa herself remains a piglet throughout.
In a statement to Deadline, a Hasbro spokesperson said they were aware of the open letter, but could not comment on specific negotiations or contractual arrangements.
"The protection of child performers is core to who Hasbro is, it's part of our DNA," Hasbro's spokesperson said. "As industry standards around AI continue to evolve, we are committed to engaging with this issue in a responsible and transparent manner."
Hasbro acquired Peppa Pig in 2019 for $3.8 billion. The series is now shown in over 180 countries, and has been spun off to include a movie, various theme parks, music albums, and countless merchandise.
Tom Phillips is IGN's News Editor. You can reach Tom at tom_phillips@ign.com or find him on Bluesky @tomphillipseg.bsky.social
