Transmedia company Elf Labs announced 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 one-of-a-kind 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 will stand to benefit from Rosenberg’s expert educational storytelling for children’s series.
Her hire follows on the heels of 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 favourite faces like Cinderella, Rapunzel, and Pinocchio into robot protagonists. Rosenberg will oversee the entire content division and work hand in hand with Elf Labs Kids content head and an Emmy Award-winning DreamWorks alumnus Mike De Seve with credits including Shrek 2 and Shark Tale. The two will work in close concert with Elf Labs’ writing and production teams to finalise the first full season of RoboStars and expand the studio’s award-winning franchise Once Upon a Zombie.
“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,” said CEO David Phillips.
“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 modernise favourite and familiar faces for all audiences,” said Rosenberg.
Rosenberg’s versatility can be seen in her extensive credits across children, youth, adult, and non-fiction as a veteran writer and producer. Her storied career in TV and film includes credits for 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 The Coachworks Studio president, which provides creative consulting services for the entertainment industry and career coaching for youth and young adults. Other titles include Toronto-based, award-winning television and feature film studios Serendipity Point Films and Story Hawk Pictures/Boat Rocker Media development VP.
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.