We work with IP owners and studios to bring new ideas and established worlds to life through animation, games and interactive experiences. Experienced creators lead every production, powered by our own AI production platform.
Commissioned by
The spin-off, the game, the music video, the special. Fans would watch all of it. Traditional production lets you afford one.
Mabel lets you make all of it.
How we work
Delivering a finished production with the quality and creative control your IP needs takes more than AI alone. Mabel combines experienced creators with our own AI production platform to make video and games faster and more cost-effectively.
What AI tools alone don’t give you
A striking shot isn’t an episode. We carry every shot through to a production-ready episode or game.
Writers, directors and producers from Sesame Street, LEGO and Netflix make the calls: what’s on-brand, what’s working, what’s ready.
Your characters, style rules and approvals run through every step, and nothing ships without your sign-off.
What that makes possible
Test a look, a tone or a whole story on screen in weeks, then decide with a finished scene in front of you instead of a deck.
The series becomes a game. The game gets a music video. Same characters, same style, new places for fans to find them.
Ideas that used to lose on budget can finally go into production.
Results
Animation
Hasbro asked for a 90-second animation test. The test led to a 42-episode Play-Doh commission, replacing a traditional production that had already been greenlit.
Animation labour only: this is not a reduction in total production time. Traditional figures are illustrative, scope-based estimates, not an industry average.
Games
A small Mabel team built a playable beta for a leading streamer in 5 weeks, against a traditional timeline of approximately five months. The streamer has since asked for more games.
$50K project price versus a ~$200K estimated traditional budget, for comparable work through beta.
Based on a $50K project price versus a ~$200K estimated traditional budget for comparable work through beta. Excludes post-beta optimisation and additional scope.
Episodes, spin-offs and specials built around your characters, from first script to final frame.
Music videos, trailers and bite-size series for YouTube, streaming and social.
Games built from the same characters and sets as your episodes, so the world fans play in is the one they watch.
Characters, style and story carry from episode to game, so fans meet the same world wherever they find it.
Hand us the brief, or work alongside our team. Either way, your creative input and approval run throughout. Soon you can also build your own production capability on our platform.
Co-production
Our experienced creators use Mabel’s AI production platform to take your brief through to finished video or games. We can lead production or work alongside your team, with your creative input and approval throughout.
Platform
Request accessWe’re opening the same AI production platform our studio uses to customer and studio teams, with supported onboarding. Start by creating alongside us, then develop the skills to produce more independently.
Characters, assets and approvals from each production live on the Mabel platform, so the second season, the game and the special all start from what’s already built.
Tell us what you’d love to see. We make a short piece with your characters, in your style. You judge it like you’d judge anyone’s.
You set the vision and we produce: one format or a mix, from short-form and series to games.
We become the studio you call first, on a steady cadence, on our own or alongside your team.
A network of trusted partner studios working on the Mabel platform, with the same quality and the same care for your IP.
Studios and independent creators: partner with us.
Our production platform
The software our own studio runs on, and how our team keeps your characters on-model from first sketch to final delivery. Leading tools for images, animation, video and games sit in one workspace, with every shot tied to your characters, your style rules and your approvals. Request access and we’ll onboard your team with support.
Image, animation, video and game-building models side by side. When better models arrive, your workflow gets them without starting over.
Characters, references and style rules travel with your tools and shots, from first sketch to final delivery.
Writers, artists, animators, game designers and brand reviewers work in one place. One set of assets, one set of approvals, every discipline looking at the same thing.
Built-in agents help at every step, from brainstorm to delivery. Your creatives make the calls; the agents do the legwork.
Ready to start now? Request a production test.
We care about the characters and worlds audiences love, past, present and future.
Model sheet
Your characters. Your creative direction.
HeadEye line
Rights to the finished work are agreed before production.
We agree how your assets and references will be handled.
Experienced creators lead the work, with your review and approval at agreed stages.
Mabel is led by Emmy Award-winning writers and producers who’ve created characters for Sesame Street, LEGO and Netflix, alongside the operators who built and scaled RedMart, acquired by Alibaba.
Co-founder and CEO
Co-founded and led RedMart, acquired by Alibaba. Leads Mabel’s strategy and commercial work.
Co-founders and Chief Creative Officers
Emmy Award-winning writers and producers, and creators of beloved children’s IP.
Co-founder and Chief Product Officer
Leads the Mabel platform roadmap, after building consumer products at RedMart and Carousell.
Co-founder, People and Operations
Builds high-performing teams and cultures at scale.
Co-founder, Design and Game Creation
Designer and game creator with deep experience in children’s UX.
Advisor, Game Design
Founder of Hyper Hippo, RocketSnail, Club Penguin and OOMM Board Games.
Advisor, Art Direction
15+ years in animation and interactive, specializing in content and visual development. Oktobor Animation.
Advisor, Pricing and Monetization
Operator and advisor at NED. Previously Careem, Freenow and Skyscanner. Founder of Airvi.
Advisor, Product
Former Chief Product Officer at Roblox. Previously VP of Product at Google, leading Google Assistant, and at YouTube.
No. We work with IP owners and studios on stories and games for every audience. Our founders’ roots in family entertainment are a strength, not a limit.
A short test with your characters, in your style, made by our team, so you can judge the quality before you commit to a full production.
Yes. That’s what the production test is for. We work from your style guides and references, and you judge the result before committing.
Yes. In co-production we can lead the production or work alongside your in-house team or production partner, with our producers and the Mabel platform. Your team keeps its creative input and approval throughout. If you don’t have a team, our studio can handle everything.
No. When we co-produce, your creatives lead and ours join them. Our software takes the repetitive work off everyone’s desk so the people who know your world can spend their time on it.
You retain ownership of your IP. Rights to the finished work are agreed with you before production.
We agree how your assets and references will be handled, including any use with AI models, before production starts.
We’re preparing direct access for customer and studio teams, with supported onboarding. Request access; we can also discuss building your team’s capability through a co-production.
For studios and independent creators
We’re inviting studios and independent creators to work with us on the Mabel platform, with the same quality and the same care for the characters we’re trusted with. Tell us about your work and we’ll be in touch.
