Toonstar, a nine-year-old Los Angeles animation studio, is using AI technology to streamline animation production and partner with new creators to bring hit IP to life. The studio’s recent partnership with TikTok influencer Parker James, known for his quirky character, shows how Toonstar is using AI to streamline production, produce more projects, and tackle some of the problems plaguing the entertainment industry.
Toonstar was founded by former Warner Bros. and Disney executives John Attanasio (CEO) and Luisa Huang (COO). The studio focuses on creating animated content for social media platforms such as YouTube and Snap (in which it is also an investor). Toonstar evaluates projects based on creative concept, animation potential, target audience and social reach. “We are focused on building multimedia entertainment franchises with cutting-edge technology and working with the next generation of storytellers,” said CEO Attanasio.
Toonstar co-founders John Attanasio (CEO) and Luisa Huang (COO).
Toon Star
Toonstar employs AI at various stages of animation, from previsualization to post-production. This approach has reduced the time and cost involved in producing high-quality animated content. The studio developed an AI engine that customizes visual styles and animation techniques for each project. By using AI as part of the animation process, Toonstar aims to produce animation faster and at a lower cost, getting more projects to market – a process they have experienced as very restrictive for creators in the big studio system.
“Animation traditionally takes a long time,” Huang explains. “In terms of cost and time to market, it was restrictive and could only be done on projects with huge budgets. AI and machine learning reduce the cost.”
Steven Parker, creator and star of the hit YouTube series “StEvEn & Parker.”
Parker James
In collaboration with TikTok star Parker James, Toonstar used AI to translate his live-action, special effects-filled TikTok videos into the animated series “StEvEn & Parker.” Known for using face filters and voice changers in his videos, James worked with Toonstar to adapt his style for animation while maintaining the authenticity that captivates his 9 million TikTok followers. “Working with Toonstar was an amazing experience,” says James. “They helped me bring my character to life in ways I never imagined.”
Toonstar also employed AI for the multilingual dubbing of StEvEn & Parker. The studio integrated native performance dubbing technology into its animation engine, replicating James’ voice, allowing his character to “speak” in multiple languages while retaining the nuances of his original performance. Toonstar deployed the technology in Spanish, Japanese and German, expanding James’ reach and growing viewership from non-English-speaking markets. “Our dubbing technology has significantly increased the series’ viewership,” Attanasio said. “Parker’s series now reaches more than 30 million viewers weekly.”
Toonstar has received venture capital funding from Founders Fund, Greycroft, industry giant Snapchat and former NBA star Baron Davis. The company employs about 20 full-time staff and hires additional contractors for specific projects.
“Cutting-edge technology helps us accelerate our production and community building. If we’re trying to create the next South Park or The Simpsons, we need to work with great storytellers,” Attanasio said. “You can’t just press a button and have a hit series come out, so that’s why we work with the next generation of storytellers we really trust.”
“Creating content with AI is not easy,” Attanasio added. “It seems like a good idea to create an entire series around a few words, but that’s not what we do. The key is to start with talented creators and great storytellers. Then our AI tools streamline the process, but it’s still important to work with talented creators to bring the story to life.”
Parker James expressed enthusiasm for the process: “I’ve always wanted to draw cartoons but I’ve never been an animator. I was good at coming up with stories but I’d never been able to produce a cartoon series until I partnered with Toonstar. Toonstar was able to take the stories and characters I’d created and work with me to further develop the storyline and produce this series.”
“We found Parker on TikTok, and he was using a voice changer to create this really cute, funny character,” Attanasio explained. “It was a skit that could potentially be animated, so we started testing short videos on TikTok, which were really well-received. We moved that to YouTube, and his channel went from 10,000 subscribers a year ago to over 6 million total subscribers. He gets 30 million unique viewers every week, including Spanish, and 3 billion views in five languages on five continents. We had a model there.” The company has since signed a deal with Random House to develop a graphic novel series based on Steven & Parker.
“Our goal is to use new technology, AI and machine learning to build the next generation of hot IP and create opportunities for new creators and voices. If you look at entertainment today, there is more consolidation and fewer projects being produced, which limits opportunities for creators and storytellers,” Attanasio added.
