Animation is one of the best ways to tell stories, but let’s be real—it’s also a total beast when it comes to time, money, and breaking into the industry. That’s where John Attanasio and his partner Luisa Huang come in. As the co-founder of Toonstar, he’s not just shaking things up—he’s completely flipping the animation game on its head. Think faster productions, lower costs, and a platform that opens the door for creators who’ve been shut out by the old-school gatekeepers.
John and his co-founder at Toonstar are trailblazers in every sense of the word. They are using cutting-edge technology, like AI, to democratize animation and make sure the next big voices in storytelling come from everywhere—especially from the places that have been ignored for way too long. Toonstar isn’t just about making cool cartoons (though, trust me, they do that too); it’s about giving marginalized voices the tools and stage to shine. In our chat, John breaks down how Toonstar is rewriting the rules, the wild potential of AI in animation, and why he believes the future of storytelling is more diverse and accessible than ever. Spoiler alert: It’s amazing.
For those unfamiliar, what is Toonstar, and what makes it unique?
Toonstar is a digital-first animation studio focused on creating multi-medium entertainment IP. We use frontier technologies like machine learning and generative AI as part of our production tech stack, allowing us to produce high-quality animation faster and more cost-effectively. We can produce several episodes a week. Our goal is to empower storytellers, whether they’re emerging digital creators or industry veterans, by helping them bring original ideas to life. At the end of the day, it all comes back to character and story—no matter how advanced the technology is.
You mentioned producing several episodes a week. How does that compare to traditional animation timelines?
Traditionally, it can take six months to a year to produce just a few episodes of an animated series due to the legacy production pipeline and creative development process. At Toonstar, we’ve re-engineered that process and built a streamlined production engine that allows us to produce an episode in as little as a day. This speed is a game-changer, especially in today’s fast-paced digital landscape where audiences expect content almost immediately.
What inspired you to launch Toonstar after a successful career in the legacy animation industry?
I spent over a decade at Warner Bros. and DreamWorks, and my co-founder spent a similar time at Disney. While we learned a lot working on major franchises, we noticed that animation often felt like an exclusive club that only a few people had the resources or opportunities to participate in and get their projects made. Animation is such a powerful medium, both creatively and commercially, but barriers like high costs and long production times limited access for diverse voices and original ideas. With Toonstar, we set out to lower those barriers and create a platform where new voices and original IP could thrive.
How does Toonstar compare to legacy animation studios in terms of cost?
The cost of traditional network animation averages $50,000 to $70,000 per minute. Toonstar can produce comparable-quality animation for a fraction of that cost—sometimes 50% to 80% less. Our integration of generative AI and machine learning into the production pipeline helps us maintain high quality while dramatically cutting costs. It’s not just about saving money—it’s about creating opportunities for stories that otherwise wouldn’t get made.
Your latest hit, StEvEn & Parker, has seen incredible success. Can you walk us through that journey?
StEvEn & Parker is a partnership with digital creator Parker James, who had a large following on TikTok when we first discovered him. We thought his stories would translate well to animation and we tested the concept with a pilot episode on his channel. The response was overwhelming. From there, we launched a dedicated YouTube channel, which boasts 30 million weekly viewers and nearly 4 billion lifetime views. The property’s success has led to a multi-series graphic novel deal with Random House, and we’re in talks with streamers for a long-form adaptation. This shows the power of our digital-first approach—it allows creators to build an audience and prove the viability of their IP before transitioning to more traditional platforms.
For brands or creators considering whether to go the traditional route or work with Toonstar, what’s your pitch?
The traditional route is increasingly difficult—productions are down by 30% to 50%, and getting a project greenlit is harder than ever. Our digital-first approach offers creators a way to control their narrative and destiny. Projects like StEvEn & Parker demonstrate that you can achieve financial success and build a massive audience in the digital space alone. And for those who want to expand into traditional media later, digital success makes a compelling case for streamers and networks.
What do you think the future of animation looks like in the next three years?
We’re on the brink of a democratization of animation. Generative AI and machine learning are bringing capabilities once exclusive to major studios into the hands of smaller creators. I see the rise of “micro studios,” where a handful of people can produce high-quality animation on par with traditional studios. There’s also an opportunity to bring animation jobs back to the U.S., reversing decades of outsourcing. Most importantly, we’ll see more diverse voices and original IP entering the market—stories from creators who wouldn’t have had a chance in the legacy system. That’s the future I’m most excited about.
John Attanasio’s Toonstar isn’t just an animation studio—it’s a movement toward a more inclusive, innovative, and agile future for animation. Whether it’s enabling young creators to break through or proving that original IP can still thrive, Toonstar is rewriting the rules of the industry.
