‘Without permission’: Hasbro objects to US immigration authorities using Optimus Prime in AI deportation campaign

Hasbro said the US Department of Homeland Security used Optimus Prime (pictured) without permission in AI-generated material promoting its deportation campaign. — Screengrab via YouTube/IGN Movie Trailers

By Malay Mail

First Published: Friday, 11 Sep 2026 1:49 PM MYT

WASHINGTON, Sept 11 — Hasbro has responded to the US Department of Homeland Security’s (DHS) use of Optimus Prime in AI-generated material promoting deportations, saying the character was featured without its permission.

According to Entertainment Weekly, DHS shared several images on its official social media accounts on Wednesday, including one depicting the Transformers character with DHS and Immigration and Customs Enforcement (ICE) branding.

Another showed Optimus Prime confronting a bearded Sikh man alongside the phrases “America for Americans”, “Self-deport or find out” and “Get off our roads, you don’t know how to drive, Mr Singh”.

The post was removed on Thursday following criticism from Sikh and Indian-American groups, as well as California Governor Gavin Newsom’s office, which accused DHS of targeting the Sikh community.

“Optimus Prime is a beloved character who represents humility, leadership, compassion and justice,” Hasbro said in a statement shared on Instagram.

“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,” it added.

DHS defended the image by saying it depicted Harjinder Singh, an Indian national charged over a Florida highway crash that killed three people in August 2025.