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The development phase is the phase in which the creative foundation for a project is set up through visual and written materials. Inspired by an idea or a vision, writers and artists strive to capture the unknown. To some, it is a seemingly simple process; however, it is much more involved than one might imagine. To start with, there are no hard and fast rules to development. The approach taken is dictated by the property, its source and the people initially attached to it, such as the creator (hereon referred to as the seller) and the buyer. Putting together a strong development team to bring the concept to life is one of the most important steps in creating a successful project. While it can be challenging to match up key players who have a creative chemistry, when the right people are in place, there is no limit to the potential of a project.

The Role of the Producer During Development
It is fundamentally important that a producer be involved in the development phase as early as possible. Working closely with the buyer and the writer, the producer has input into how the script is created. During this process, one of the producer's primary duties is to determine how to make the project suitable for animation. Working with a select group of artists, the first step is to establish the appropriate style and quality of animation. Factors that directly influence this process are the story content and the project's budget and schedule. Equally as important is satisfying the buyer. Just because a property is in development, there are no guarantees that it will get produced. The buyer needs to be completely confident that investing the significant funds required to start production is a sound business decision.

In exploring the possible paths to developing a project, the producer needs to assess its strength and weaknesses. If the property is based on written material, it may be used to create the visuals. On the other hand, it could be the reverse, whereby the visuals drive the script and a writer needs to be identified. It may be, however, that the project is based on a property that already has both elements in place (such as a comic book). In this case, the creator may act solely as a consultant or may be responsible for either the visual or written material, depending on his or her experience. In all of the possible scenarios, the producer works with the creative executive, who is typically the representative of the buyer, and the seller, to find and interview the appropriate candidates to attach to the project.