Hasbro denounces unauthorized use of Optimus Prime by DHS

Hasbro has issued a formal statement distancing itself from the unauthorized use of its Transformers character, Optimus Prime, in social media posts created by the U.S. Department of Homeland Security (DHS). The agency used AI-generated imagery to promote immigration and deportation policies associated with the Trump administration.

One specific post featured a fake movie poster titled ‘Transformers: Age of Deportation’ displaying DHS and ICE insignia. Another post, which was later deleted following backlash for being racially insensitive, depicted Optimus Prime facing a Sikh man with messages such as ‘Self-deport or find out’ and ‘America for Americans.’

In a statement released via Instagram, Hasbro clarified that the character represents ‘humility, leadership, compassion and justice’ and that the unauthorized posts do not represent the Transformers brand or the company’s values. The controversy follows the recent passing of Peter Cullen, the long-time voice actor for the character.