It has been known since 2021 that controversial narrative consultancy Sweet Baby Inc. (SBI) was involved in developing Marvel’s Wolverine. The larger question, however, was the extent of that involvement.
With the Insomniac game now on the market, its credits establish the scale of SBI’s role. Ten employees are named across story, narrative, production, cultural consulting, and studio management positions.
As Marvel’s Wolverine continues generating controversy over its gameplay, marketing, and themes, some critics are publicly questioning SBI’s contributions to the finished product.
SBI’s Role in Wolverine’s Story
Wolverine has long been one of Marvel Comics’ most vicious and stoic heroes. However, the game portrays him as “yearning” for an emotional connection with his nemesis, Sabretooth.
This attempt to present a more emotionally complex Wolverine was reportedly intended to appeal to older players. By and large, the approach has instead been rejected and ridiculed by the character’s core audience.
Wolverine and Sabretooth in Marvel’s Wolverine – Insomniac
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The role SBI’s ten consultants played in this reinterpretation remains unknown. No evidence directly connects the firm to that particular decision. Blaming SBI for every disputed story element would go beyond what the credits establish.
However, the number and variety of positions suggest SBI’s involvement extended well beyond a single consultant reviewing the completed script for potentially objectionable material.
SBI CEO Kim Belair is listed as a story consultant. In early 2025, she criticized gaming company shareholders for prioritizing profits over “empathy and inclusion.”
Belair previously described her method of persuading resistant companies by advising consultants to “just terrify them.” She also suggested, “I can instill fear.”
Sweet Baby Inc. CEO Kim Belair via InclusionFX YouTube
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Camerin Wild is also credited on Marvel’s Wolverine. During the 2024 Game Devs of Color Expo, Wild was introduced as a “narrative designer and sensitivity reader with a company called Sweet Baby Inc.”
During that presentation, Wild listed “Burning the games industry to the ground” as a stated goal.
The other eight credited SBI employees may not have similarly controversial public records. Nevertheless, the firm’s personnel received recognition for story consultation, narrative consultation, narrative production, cultural consultation, and studio management.
Mark Kern Responds
Former Blizzard developer Mark Kern, known on X as Grummz, quickly reacted to the credits.
Let’s put aside that Sweet Baby Inc is confirmed in Wolverine’s own credits.
Look at HOW MANY people they paid to “consult”. How in the heck do you need 10 people to just read the story and give their advice? They were not even the principle writers. Their job was FEEDBACK.… https://t.co/rHIRQMub9H
— Grummz (@Grummz) September 15, 2026
“Let’s put aside that Sweet Baby Inc is confirmed in Wolverine’s own credits,” he wrote. “Look at HOW MANY people they paid to ‘consult’. How in the heck do you need 10 people to just read the story and give their advice? They were not even the principle writers. Their job was FEEDBACK.”
Kern also stressed that three SBI employees were listed in management positions, suggesting they likely received significant fees for their services.
“To do what?” he asked.
“This is why AAA is a bloated mess,” Kern concluded.
The Credits Leave a Lingering Question
The credits do not reveal exactly how SBI influenced Marvel’s Wolverine, but they eliminate any doubt that its role was substantial. Insomniac involved ten employees across several narrative-related positions and accepted responsibility for whatever advice reached the finished game.
An image from Marvel’s Wolverine – Sony, Insomniac Games, Marvel
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Players may never learn which ideas originated with SBI, but the size of the consulting team ensures questions about its influence will not disappear.
How do you feel about Sweet Baby Inc. working on Marvel’s Wolverine? Sound off and let us know!
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