The toy maker Hasbro called out the Trump administration’s use of the image of “Transformers” leader Optimus Prime to attack immigrants.
The Department of Homeland Security, which oversees Immigration and Customs Enforcement (ICE), posted an image on X of Optimus Prime with “ICE” written across his chest and the DHS seal on his shoulder. At the bottom of the image, DHS wrote “Transformers: Age of Deportation.”
Another since-deleted post showed Optimus Prime with the DHS seal facing an AI-generated image of what’s supposed to be an immigrant, and between them read the words, “Self-deport or find out. Transformers: America for Americans.”
In a statement issued on Thursday, Hasbro responded and said, “These posts were done without permission and do not represent the Transformers brand or Hasbro,” adding, “Optimus Prime is a beloved character who represents humility, leadership, compassion and justice.”
Hasbro responded to DHS’ use of their character the day after the Trump white House removed their version of Tetris, which allowed players to build a border wall. Tetris issued a similar statement, saying, “At Tetris we believe in the power of connection and bringing people together, not dividing them,” and that “The Tetris Company was not involved in the creation of ‘Build the Wall.’”
“The copyright infringement continues,” noted journalist Aaron Parnas in a post on X.
Others pointed out that DHS and the Trump administration seemed to overlook the plot and backstory of the “Transformers,” which has been a popular toy line, animated show, and movie franchise for decades. Optimus Prime leads a band of “robots in disguise,” as the show’s theme song went, who came to the United States from a foreign planet.
“It’s worth mentioning that the Transformers actually ARE undocumented immigrants living in the US disguised as cars,” noted political writer Mary Pezzulo. “That’s the whole plot of the whole show. All the shows. and the comics. And the toy line.”
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