Hasbro Disavows Government Use of Transformers Character in Propaganda

Toy company Hasbro has publicly disavowed the U.S. government's use of its Transformers character, Optimus Prime, in propaganda efforts. A recent social media post by the Department of Homeland Security (DHS) featured Optimus Prime in a promotional poster for a fictional film titled "Transformers: Age of Deportation."

Hasbro responded with an Instagram statement denouncing the copyright infringement. The company reiterated that Optimus Prime stands for values such as leadership and justice, which they stated were in conflict with the DHS's messaging. This incident follows a pattern of government entities using intellectual property without authorization.

Previously, the company behind the classic game Tetris issued a similar statement after the White House launched a retro online game called "Build the Wall." That company also disassociated itself from the game and threatened legal action, leading to the game's eventual removal.

The U.S. government's use of copyrighted material in its online presence has prompted several brands to develop communication strategies for such situations. Hasbro and Tetris's responses highlight a public disavowal and a reinforcement of brand values as a method to manage reputational damage.