Hasbro introduced new contract terms requiring child actors on the long-running children's series Peppa Pig to sign over the rights to use their voices for AI training. Nearly 1,000 people have signed an open letter condemning such clauses, which critics say could allow a child's voice to be cloned and reused indefinitely without meaningful consent.
What the AI clause means for young performers
The Agents of Young Performers Association (AYPA) argues that children are too young to provide fully informed consent to AI training agreements. Parental approval, the group says, should not serve as a blanket licence for replicating a minor's voice in future projects. The AYPA warns that such clauses could allow companies to clone a child's voice and use it in commercial material long after the original recording session.
Industry insiders note that AI clauses are becoming common across film and television. The difference here is the involvement of child actors from one of the world's most recognisable children's franchises. The AYPA reports that agents are increasingly seeking its advice on these clauses, which are often presented as non-negotiable, forcing families to choose between accepting the terms or losing work.
The open letter and industry pushback
An open letter drafted by the AYPA, signed by nearly 1,000 people, targets an unspecified "international children's franchise." While the letter does not name Peppa Pig, the animated series appears to be the catalyst. The letter states: "No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences."
The controversy follows other AI-related disputes in entertainment, such as animators being told their work will train studio AI models. The Peppa Pig case adds a layer of complexity because minors are involved, and the potential for voice replication raises questions about privacy, copyright, and long-term career impact for young performers.
Hasbro's response
A Hasbro statement said: "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." The company did not confirm whether the AI clause would be removed or modified.
Why this matters for Creatives
For voice actors, animators, and other creatives working in children's media, this controversy is a warning. AI voice cloning is no longer a hypothetical threat-it is entering standard contracts, even for minors. The demand to sign over voice rights for AI training could become a condition of employment, limiting performers' control over their own vocal identity. Understanding the legal and ethical dimensions of AI in production contracts is now a practical necessity for anyone working in or managing creative talent.
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