production timeline

While working on Bakemonogatari (2009) and Hidamari Sketch (2010), Shinbo tossed around the idea of a new magical girl show with Iwakami.  "Magical girl genre is still possible," Shinbo said as remembered by Iwakami (Guidebook).  As Iwakami knew Shinbo had a long history with the magical girl genre (From *** to Nanoha), he took the suggestion quite seriously.

In an era when the anime industry is reeling from five years of recession and fled from anime originals, including Aniplex's own failed Anime Chikara project, Iwakami had to dig deep into his resources.  Eventually, Iwakami settled on an eclectic mix of talents of mangaka Aoki Ume and writer Gen Urobuchi, and set the table for what become known as the Magica Quartet.

== October 3rd Planning Meeting ==

On October 3rd, 2009, Shinbo, Iwakami, Ume, and Gen met for the first time.  This initial meeting would latter be memorized by Gen as Kaname Madoka's birthday (Guidebook).

Gen is very much the odd man out of the group.  Shinbo, Iwakami, and Ume have worked together by then for many years on the successful anime adaption of Hidamari Sketch, while Gen is a relatively newcomer to the anime scene.  While Gen's only writing credit  Blassreister (20**) fared poorly, his works in other medium - Fate/Zero light novel, Saya no Uta visual novel - have been critical and commercial success.  He brings to the team a flare for dramatic and signals that this new magical girl show would be anything but usual.