Hasbro Responds to DHS Using AI Optimus Prime in Deportation Posts

Hasbro has defended itself against the Department of Homeland Security (DHS) using the likeness of Optimus Prime, a Hasbro-owned character, in their deportation program promotional social media posts. The DHS allegedly created these posts without the consent of Hasbro. One of the posts featured an AI-generated fake movie poster of "Transformers: Age of Deportation" with Optimus Prime wearing DHS and ICE insignia.

Another post showed Optimus Prime facing a Sikh man and declared, "Self-deport or find out," along with the message "America for Americans. Get off our roads; you don’t know how to drive Mr Singh." The latter post was criticized for being racist and has since been deleted. Hasbro responded to the allegations on their Instagram account, stating, "Optimus Prime is a beloved character who represents humility, leadership, compassion and justice.

Hasbro is aware of the recent posts using his likeness. These posts were done without permission and do not represent the Transformers brand or Hasbro." The criticism of the DHS's posts came shortly after the passing of Peter Cullen, the voice actor who portrayed Optimus Prime for decades. The upcoming short film "Optimus Prime: Awakening" will be presented at the 40th anniversary screenings of The Transformers: The Movie.

The DHS's use of Optimus Prime in their posts aligns with the Trump Administration's practice of appropriating pop culture imagery and videos in their social media content.