For years, questions have lingered over the influence of Montreal-based consultancy Sweet Baby Inc. (SBI) on major AAA games like the upcoming Marvel’s Wolverine from Insomniac Studios.
The consultancy firm, which bills itself as a narrative and inclusivity consultant, was once publicly tied to the Wolverine game, a title that was, at one time, a highly-anticipated Insomniac Games project for PlayStation 5. But were they still on board all through production?
A screenshot of the Sweet Baby Inc. Detected curator list on Steam
As the game’s first trailer is set to drop any day now, one question haunts the gaming world. Is Sweet Baby Inc. still involved with Marvel’s Wolverine? Are Kim Belair’s fingerprints on Wolverine’s claws?
A Confirmed Starting Point
Back in September 2021, Sweet Baby Inc. themselves announced on X that they were “part of the teams bringing Spider-Man 2 and Wolverine to life with the amazing folks at Insomniac Games.” That post left little doubt that SBI was, at least initially, embedded with Insomniac during the early development of both superhero titles.
Don’t be fooled. https://t.co/UNwAerlV2q pic.twitter.com/1jDs4BnQPW
— MasteroftheTDS (@MasteroftheTDS) September 4, 2025
Of course, we know that SBI was involved heavily with Spider-Man 2, so much so that it’s one of the few games still featured on the paired down version of the company’s website.
Miles Morales and Spider-Man in Marvel’s Spider-Man 2 (2023), Insomniac Games
But what about Sweet Baby Inc. and Wolverine?
Industry coverage, including outlets like The Shortcut, has since listed Marvel’s Wolverine among SBI’s projects. This provides at least one outside confirmation beyond SBI’s own social media. However, this information could be out of date.
Defenses From Inside Insomniac
In March 2024, PC Gamer reported that an Insomniac narrative designer working on Wolverine went out of their way to defend Sweet Baby Inc. and their role, noting that they’ve worked with them before. The developer explained that SBI provides research, ideas, and consultation, but emphasized that nothing makes it into the final game without approval from Insomniac’s core team.
Venom in Marvel’s Spider-Man 2 (2023), Insomniac Games
That statement confirms at least past collaboration between Insomniac and SBI from someone actively working on Wolverine. What it does not clarify is whether Sweet Baby Inc. was still active on Wolverine throughout its development process. In fact, the need to publicly defend the company may suggest the opposite: that Insomniac is acutely aware of the backlash associated with SBI’s name and is reluctant to be transparent about their current role.
Why the Confusion?
The controversy exists partly because Sweet Baby Inc. has gone quiet. Their official website has been pared down to a single landing page, listing only past projects with no mention of ongoing work. That change has fueled speculation that SBI may be “hiding” current contracts to avoid fan backlash. The reality is that their name alone has become toxic in some corners of the gaming community, where news of their involvement can spark waves of outrage.
That change alone raised eyebrows, especially since their 2021 social media post confirmed involvement with Marvel’s Wolverine. The lack of clarity from Sony or Insomniac about the company’s present role leaves fans and analysts guessing.
In April 2025, Gothic Therapy reported—citing a verified insider—that Sony had canceled multiple projects specifically because of Sweet Baby Inc.’s involvement. According to the claim, these weren’t random scrapped titles but deliberate efforts to distance PlayStation from SBI.
If true, these reports would mean Wolverine could fall into one of two possibilities: either SBI was cut from the project as part of Sony’s broader strategy, or they’ve remained quietly involved but under tighter scrutiny.
Rumor vs. Reality
Neither Sony, Insomniac, nor SBI has directly addressed the matter in recent years. Until the studio reveals credits or issues a statement, all fans have to go on is a trail of past confirmations, recent silence, and persistent insider reports.
Kim Belair via BlackGirlGamers YouTube
And that’s why the biggest question remains unanswered: is Sweet Baby Inc. still shaping the story of Marvel’s Wolverine, or have they been quietly shown the door?
Leadership Changes at Wolverine
It’s also worth noting that Marvel’s Wolverine has seen its share of internal leadership shifts unrelated to SBI. Stephen Totilo’s Game File confirmed in late 2024 that Insomniac had changed creative leads, bringing Marcus Smith and Mike Daly to the forefront.
Sweet Baby Inc. CEO Kim Belair via InclusionFX YouTube
These adjustments highlight the game’s turbulent production cycle — but again, they do not clarify Sweet Baby’s current role one way or the other.
Where Things Stand
So, what can be said with certainty about Sweet Baby Inc. and Wolverine?
- Confirmed: Sweet Baby Inc. announced in 2021 that they were working on Marvel’s Wolverine, and at least one mainstream outlet still lists the project among SBI’s credits.
- Defended: Insomniac narrative staff publicly vouched for Sweet Baby Inc. in 2024, acknowledging they worked with them while stressing that all final creative decisions rest with the core development team.
- Unverified: Claims that Sony or Insomniac have cut ties with SBI remain rumor. No official statement has confirmed their removal.
- Speculative: The removal of upcoming titles from Sweet Baby’s website leaves room for interpretation, but does not prove one way or the other whether they remain attached.
Final Thoughts
Right now, the evidence supports that Sweet Baby Inc. has been involved with Marvel’s Wolverine at least at some stage of development, which means traces of their fingerprints remain on the title in some way, shape, or form. What’s unclear — and unconfirmed by any official statement — is whether that relationship continues into the final stages of production.
So, did Sweet Baby Inc. work on Wolverine? All signs point to yes, given SBI’s own confirmation. But whether they were dropped from the project or not is still up in the air.
A screenshot from Marvel’s Wolverine (TBA), Insomniac Games
Given SBI’s notoriety and the backlash that often follows their name, Insomniac and Sony may be playing things quietly. Until the game ships or credits roll, the question of Sweet Baby’s current role will likely remain a flashpoint for fans and critics alike.
Do you think Sweet Baby Inc. is involved with Marvel’s Wolverine? Sound off in the comments and let us know!
Wokism = automatic boycott, and backlash.
Insomniac probably doesn’t see that SBI hurt them all that much with Spiderman 2 and SBI. Sure, it didn’t sell as well as the first, but it still had enough to make a big pile of profit for Sony. It is unlikely Insomniac, filled to the brim with woke LeftCoast progressive elites, would suddenly not want to add SBI style woke.
Also, the rule of thumb is that if the people work on the game through the greenlight, they’ll get credit and Wolverine was past greenlight in 2021 (as proven by the leaked info) which means even if SBI ideas were watered down, they’ll still be in the credits and will still be able to toot their horn on the big Wolverine game they helped make.
That will lead to more business and SBI will never suffer the consequences of their actions.
And, for good or ill, Wolverine is about the most popular hero in the Marvel Universe among fans, so this game will sell like gangbusters and no one will learn any lessons.
When in doubt, just let the product launch and grab a high seas copy to screen it. If it’s good, buy it. If it’s got any woke nonsense in it at all, then don’t buy it.
It doesn’t matter if they are directly involved. Insomniac are a woke studio and all their products should be avoided.
I would say it’s pretty telling that they stay vage on this matter even now. If they would announce the canceling of SBI they would get heat from the activists who won’t play the game. If they have kept SBI there will be backlash and a lot of people won’t buy the game. That’s the problem getting overly political in entertainment.
Personally, the mention of SBI (or the like) in any shape or form in any game no matter the involvement, entices me to not buy the game. I’m (was) a big Marvel and even bigger Spiderman fan since late 80’s. I didn’t buy Spiderman 2 and I won’t buy Wolverine either. Games like Ghost of Yotai, which has been confirmed it was at one point Tsushima 2, won’t be bought either. At this point it’s a principle. If people accept the tiniest involvement of woke crap in entertainment the companies will keep on pushing it. If people don’t want this crap but pure entertainment they strictly need to stop supporting this movement. Don’t make the same mistake when DLCs came out first and people said it’s not such a big deal. Look where it got us today. I’m waiting until every level will be a DLC. Not to mention the trend of release unfinished games due to the “early access” crap.