Legendary Comic Artist Walter A. McDaniel Joins Elf Labs as Head of Animation and Production

From X-Men to RoboStars™: A Creative Force Behind Marvel’s Most Iconic Characters Will Now Bring His Visionary Expertise to Elf Labs’ Expanding Universe of IP and Immersive Entertainment

Elf Labs, the next-generation entertainment and IP company redefining immersive media and family-first franchises, today announced that acclaimed comic artist, producer, and multimedia innovator Walter A. McDaniel has joined as Head of Animation and Production.

Backed by 140+ trademarks and 400+ copyrights, Elf Labs is transforming how franchises are built, distributed, and experienced. McDaniel's appointment comes at a pivotal time, as the company’s slate includes three fully funded titles – RoboStars™, Sparkle Princess™, and Preschool Princess™ – featuring modern takes on characters including Sleeping Beauty, Snow White, Rapunzel, and Peter Pan.

A creative force behind some of the most recognizable names in pop culture – including Deadpool, Spider-Man, X-Men, and Wolverine – McDaniel brings decades of design and storytelling leadership to Elf Labs. As Head of Animation and Production, he will oversee the execution of story bibles, character development, scriptwriting, and the whole animation pipeline. He will also serve as a production partner across the company’s expanding franchise slate.

“Walter is a creative legend whose work has shaped everything from comic books to toys, animation, and games,” said David Phillips, CEO of Elf Labs. “With his deep industry ties and future-forward storytelling sensibility, he’s exactly the partner we need as we scale our IP and expand international reach.”

McDaniel began his career at 16 and quickly earned credits with Marvel, DC, and Image Comics. He later founded WAM Entertainment, leading creative for Hasbro (Transformers, G.I. Joe) and Mattel (Hot Wheels), and contributed to major game franchises such as Tekken and Mortal Kombat. His current venture, WTK Media Group, fuses 3D animation, AI, and AR to drive immersive storytelling across entertainment, education, and technology.

“Elf Labs has one of the most beloved and exciting IP libraries in entertainment today,” said Walter A. McDaniel. “It’s rare to find a company that combines visionary character rights with a bold, contemporary approach to storytelling – one that follows audiences wherever they are, online, offline, or somewhere in between. With new formats and technology-powered distribution, Elf is rethinking what it means to build and scale a franchise.”

McDaniel joins a growing roster of award-winning talent at Elf Labs, including DreamWorks alum Mike de Seve (Shrek 2, Shark Tale) and acclaimed screenwriter Alyse Rosenberg (Braceface, Ready or Not). His creative leadership will also help shape the continued development of Elf Labs’ hit franchise, Once Upon a Zombie™.

With its vertically integrated model, including the upcoming Elf+ streaming service and Elf Mobile wireless network, Elf Labs is building the future of entertainment at the intersection of iconic IP, immersive technology, and global-scale distribution.

For more on Elf Labs and updates on future releases, visit www.elflabs.com.

About Elf Labs:

Elf Labs, along with its subsidiaries, is a next-generation, technology-powered IP studio and distribution company that creates high-value intellectual property franchises. The company owns the Junior Elf book catalog, including iconic characters such as Cinderella, Snow White, Sleeping Beauty, Rapunzel, and more. Through their mastery of storytelling and world-building, as well as their revolutionary tech stack, Elf Labs captivates audiences with unforgettable characters and immersive narratives.

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Marvel legend Walter A. McDaniel joins Elf Labs to shape and scale IPs like RoboStars™ & Once Upon a Zombie™—leading creative and production from story bible to screen in a tech-powered storytelling revolution.