To support its strategy of reimagining classic fairytale characters, LA-based transmedia studio Elf Labs has hired accomplished screenwriter, showrunner, director and executive producer Alyse Rosenberg as its first SVP of content. 

In her new position beginning today, Rosenberg is tasked with overseeing the company’s entire content division, which encompasses everything from web series and movies, to AI-powered toys and AR/VR experiences. She will report to CEO David Phillips for business development matters and head of creative Billy Phillips for creative work.

For now, Elf Labs’ go-to-market project pipeline is heavily focused on children’s content, featuring alternate trademarked versions of iconic fairytale characters. But its long-term plan is to produce high-growth franchises targeting all demographics, including toddlers, teens and adults. 

Rosenberg will work closely with Elf Labs head of kids content Mike de Seve (also the founder of Baboon Animation) and the studio’s writing and production teams on delivering the first season of CG-animated kids web series RoboStars. Made in partnership with Canada’s Snowball VFX, this project introduces a dream team of robot heroes like RoboRapunzel and RoboPinocchio. Totaling 50 short-form and 10 to 15 full-length episodes, the series is expected to deliver between Q4 2024 and Q3 2025.

The RoboStars launch will also include an interactive online world made up of one- to two-minute episodes and 11-minute episodes that kids can access through their conversations with characters they meet in a space called Robo City. Digital coloring books where kids can color alongside an AR version of their favorite Robo character are part of the universe, too. 

Additionally, Rosenberg will work on building out Elf Labs’ award-winning publishing franchise Once Upon a Zombie, featuring characters like Zombie Cinderella and Zombie Sleeping Beauty. Aimed at tweens and teens, the book series has sold more than 100,000 copies to date. A live-action TV series adaptation of 2015 title Book One: The Color of Fear will be the IP’s first screen iteration. 

For its “wholesome, message-driven content,” the company plans to leverage Rosenberg’s experience in writing educational stories for children, youth and young adults centered around self-expression and positivity.

Her many career accomplishments include creating, writing, directing and executive producing Disney Channel’s Canadian teen drama series Ready or Not, and writing for classic animated series such as Braceface (ABC Family) and Little Bear (CBC/Nickelodeon).

Rosenberg is also the founder of consulting firm Alyse & her Big Ideas and Coachworks Studio, which provides career counseling to youth and young adults.