Transmedia animation company Elf Labs announced today the appointment of accomplished screenwriter, showrunner and director Alyse Rosenberg as Senior Vice President of Content. She brings diverse experience creating, writing, directing and executive producing the award-winning youth series Ready or Not (Showtime/Disney Channel); writing and executive story editing for classic animated series, including Braceface (ABC Family) and Little Bear (CBC/Nickelodeon); and many more credits as an entertainment executive.
Elf Labs launched with a hefty IP portfolio of over 400 copyrights and over 100 trademarks for classic and reimagined renditions of characters like Sleeping Beauty, Snow White and Peter Pan to transform immersive entertainment. The company intends to leverage Rosenberg’s expert educational storytelling for children’s series to develop new content for these properties.
Rosenberg’s hire follows Elf Labs’ April launch-to-market and precedes the upcoming launch of its first full animated series, RoboStars, which depicts a new type of hero — transforming favorite faces like Cinderella, Rapunzel and Pinocchio into robot protagonists.
The new SVP will oversee the entire Content Division and work hand in hand with Mike De Seve, Head of Kids Content at Elf Labs and an Emmy Award-winning DreamWorks alumnus with credits including Shrek 2 and Shark Tale. The two will work in close concert with Elf Labs’ writing and production teams to finalize the first full season of RoboStars and expand the studio’s award-winning franchise Once Upon a Zombie.
“With our iconic IP and transformative technology, Elf Labs is the future of animated entertainment media,” said CEO David Phillips. “We need leaders who have shaped the industry, but share our vision as to what is possible in this new era. Alyse brings decades of industry-transforming experience and robust creative insight to our team. We are thrilled to welcome her as we look ahead to our first major series launch, RoboStars, and continue our project pipeline to shape the future of modern, meaningful media.”
Rosenberg’s versatility can be seen in her extensive credits across children, youth, adult and non-fiction as a writer and producer. Her career in TV and film includes credits on Virtual Mom (CBC/Nickelodeon), Harriet the Spy (Protocol Entertainment/Discovery), Lives That Changed the World (Discovery Channel), Forensic Factor (Discovery Channel), Four in the Morning (CBC), Frankie Drake Mysteries (CBC) and Majority Rules (CBC). She also founded and serves as president of The Coachworks Studio, which provides creative consulting services for the entertainment industry and career coaching for youth and young adults. Other titles include Vice President of Development for the Toronto-based, award-winning television and feature film studios Serendipity Point Films and Story Hawk Pictures/Boat Rocker Media.
As the newest Elf Labs team member, Rosenberg will support the company’s go-to-market strategy, including exclusive web series content, animated feature films, and Wi-Fi-enabled immersive experiences. Her expertise in children’s narratives will shape the company’s wholesome message-driven content as she lends her creative vision and executive oversight to the studio’s project slate. She is committed to crafting empowering youth storylines centered around self-expression and positivity. Elf Labs is pleased to expand its team of forward-thinking industry executives with her perspective.
“Elf Labs is at the forefront of animation, contemporary storytelling, and technology-powered content distribution. This company is the natural next stage of the industry and of my career. I am grateful to join its star-studded team, and beyond excited to be working with such an incredible character IP portfolio to modernize favorite and familiar faces for all audiences,” said Rosenberg.
