AI animation studio Toonstar will turn books into digital shows for HarperCollins
HarperCollins is tapping into AI to bring some of its book franchises to life. Specifically, the publisher is teaming up with Toonstar , an AI animation studio, to turn them into digital shows. The first project will be an adaptation of Lisa Greenwald’s “Friendship List” series, which will also be joined by a graphic novel. You’d be forgiven for being unaware of Toonstar, a studio that received some buzzy early on for simplifying typically complex animation pipelines with AI, but has mostly remained under the radar. Its biggest claim to fame is producing StEvEn and Parker YouTube series, which has amassed 3.38 million subscribers and sometimes has episodes reaching around a million views. It’s not something I’ve heard animation fans speaking about, though. And honestly, it was tough to sit through a few minutes of its sub- South Park animation. “By leaning into the [AI] technology, we can make full episodes 80 percent faster and 90 percent cheaper than industry norms,” Toonstar co-founder John Attanasio, told The New York Times last year . In that same interview, the company revealed that it uses AI across its production, including having it dub dialog for international audiences, as well as working on storylines. Toonstar initially pitched itself as an animation studio leaning into Web3 and NFTs, but those technologies seem virtually absent from the company’s presence today. Space Junk , one of its early series , was “put on hold for a variety of reasons,” a representative told Engadget. “It’s possible we’ll
HarperCollins, one of the world's largest publishing houses, is venturing into the realm of digital entertainment by partnering with Toonstar, an AI-driven animation studio. The collaboration aims to transform some of the publisher's popular book franchises into animated digital shows, starting with Lisa Greenwald's "Friendship List" series. This adaptation will also be accompanied by a graphic novel, further expanding the reach of the beloved characters.
Toonstar, which has remained relatively under the radar despite its early buzz, specializes in simplifying complex animation pipelines using AI technology. The studio's most notable achievement so far is the production of the "StEvEn and Parker" YouTube series, which boasts 3.38 million subscribers and occasionally reaches a million views per episode. However, this series has not garnered significant attention from animation enthusiasts, and some find its style to be akin to a subpar version of "South Park."
Despite these initial reservations, Toonstar's co-founder, John Attanasio, has emphasized the efficiency and cost-effectiveness of their AI-driven approach. In an interview with The New York Times last year, Attanasio stated, "By leaning into the [AI] technology, we can make full episodes 80 percent faster and 90 percent cheaper than industry norms." The studio employs AI not only for animation but also for dubbing dialogues for international audiences and even in the storyline development process.
Toonstar initially positioned itself as an animation studio with a strong focus on Web3 and NFTs, but these technologies seem to have faded from the company's current presence. One of its early projects, "Space Junk," was put on hold for various reasons, as a representative told Engadget. The possibility of reviving the concept in the future was not ruled out. Interestingly, Toonstar's original domain now redirects to a crypto gambling site, further highlighting the studio's pivot in focus.
Despite the initial skepticism surrounding Toonstar's capabilities, the collaboration with HarperCollins signals a promising opportunity for the studio to showcase its potential. Attanasio expressed enthusiasm about bringing "Friendship List" to life as an animated series, emphasizing the studio's commitment to staying true to the author's vision while leveraging its Ink & Pixel production technology for rapid, high-quality production at scale. This partnership not only opens new avenues for the "Friendship List" franchise but also positions Toonstar as a viable player in the digital entertainment industry, capable of delivering engaging content efficiently and cost-effectively.
The success of this collaboration will depend on Toonstar's ability to balance AI-driven efficiency with creative storytelling, ensuring that the animated adaptations resonate with audiences who have grown to love the original books. As the studio continues to evolve and refine its approach, the future of AI-driven animation in the entertainment industry may hold even greater possibilities, reshaping the way popular literary works are brought to life on screen.
