Kyubey

is a character of the 2011 anime series Puella Magi Madoka Magica and its 2013 sequel The Rebellion Story. They are also a "messenger of magic" that can grant any wish to a certain girl, on the condition that she become a magical girl and fight against the witches, who are in fact themselves corrupted magical girls. It is later revealed that their true name is Incubator. Kyubey's true goal in creating magical girls and witches is to counter entropy and stave off the heat death of the universe.

==Creation and design== Kyubey was created and designed by writer Gen Urobuchi. As one of the primary villains in the series, producer Atsuhiro Iwakami stated that "the mash-up of cuteness and darkness is the central theme to Puella Magi Madoka Magica, and Kyubey is an epitome of that theme." A central goal in Urobuchi's writing was to highlight the moral and ethical dissonance between Kyubey and the young girls, which was done through actions in the series such as Kyubey eating their own corpse in order to recycle energy. Urobuchi compared Kyubey to monsters occurring in the works of horror fiction author H. P. Lovecraft, commenting of the character: "He (sic) is not evil, it is his lack of feelings that make him scary."