Hasbro, the company behind the Transformers brand, is objecting to AI-generated images of Optimus Prime posted by the Department of Homeland Security. The images featured the popular Transformers character in anti-immigration posts bearing ICE branding. They quickly sparked backlash from fans. One of the images was also criticized for depicting racist imagery involving a Sikh man.
Hasbro denies involvement in DHS’ AI-generated Optimus Prime ICE posts
The controversy began Wednesday when DHS social media accounts posted AI-generated images featuring Optimus Prime alongside ICE references. One image presented a fake movie poster titled “Transformers: Age of Deportation,” showing the red-and-blue Autobot leader with the DHS insignia and an ICE marking.
Another image showed Optimus confronting a bearded Sikh man. Text on the image read, “Self-deport or find out,” followed by, “America for Americans. Get off our roads; you don’t know how to drive Mr Singh.”
The second post drew accusations of racism and criticism over its timing so close to the anniversary of the Sept. 11 attacks. Sikh men wearing turbans were frequently targeted in violent anti-Muslim attacks following the 2001 tragedy. DHS has since removed the post from its social media accounts.
Hasbro responded Thursday, taking to Instagram, the company made it clear that it had not approved the use of Optimus Prime in the posts.
“Optimus Prime is a beloved character who represents humility, leadership, compassion and justice,” the company wrote. “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 timing of the posts also drew criticism because they appeared just two weeks after the death of Peter Cullen, the voice actor behind Optimus Prime.
The White House has likewise used AI-generated pop-culture imagery, including an image of Trump as Superman around the release of James Gunn’s Superman and AI images of Trump as a Jedi for May the 4th, 2025.
Meanwhile, several artists have also criticized the Trump administration for using their music in anti-immigration and ICE recruitment videos without permission.
