Hasbro, the owner of D&D, Magic: The Gathering, and the Peppa Pig franchise since its 2019 acquisition, is reportedly forcing child voice actors on the long-running animated series to sign contracts that hand over their voices for AI replication and commercial use across the brand.

The UK-based Agents of Young Performers Association (AYPA) dropped an open letter signed by nearly 1,000 actors, agents, parents, and industry pros condemning the practice. The letter describes a “major studio” behind an “international children’s franchise” presenting AI clauses as non-negotiable “take it or leave it” terms, allowing the company to clone, train on, and reuse kids’ voices indefinitely for “all commercial assets within their franchise.” Deadline’s sources confirm the target is Peppa Pig; AYPA calls it unacceptable because “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.”

Hasbro acknowledged the letter, stating the protection of child performers “is core to who Hasbro is, it’s part of our DNA,” but declined to comment on specific contracts while promising responsible engagement as AI standards evolve. The backlash highlights how AI voice clauses are creeping into kids’ deals industry-wide, with Peppa Pig now the flashpoint for demands that any agreement involving a child’s voice be fully exempt from AI usage.

Season 11 of the show, which has aired since 2004 and broadcasts in over 180 countries, premiered on Nickelodeon in March.