Hasbro denounces DHS for unauthorized use of Optimus Prime in AI posts

Hasbro has issued a statement condemning the Department of Homeland Security (DHS) for using AI-generated imagery of the Transformers character Optimus Prime to promote its deportation program without authorization.

The unauthorized posts included an AI-generated movie poster titled ‘Transformers: Age of Deportation’ featuring DHS and ICE insignia. Another deleted post depicted Optimus Prime confronting a Sikh man with messages such as ‘Self-deport or find out’ and ‘America for Americans,’ which drew widespread criticism for being racist.

In a statement released on Instagram, Hasbro clarified that the posts do not represent the Transformers brand or Hasbro, noting that Optimus Prime is a character intended to represent ‘humility, leadership, compassion and justice.’ The controversy follows the recent death of Peter Cullen, the long-time voice actor for the character.