Sweet Baby Inc. Partners w/The Powell Group, CAUGHT Trying To Mask Destruction

Sweet Baby Inc. Partners With The Powell Group to Push Its Woke Agenda...

In a newly discovered development that will surly steer the gaming industry further into questionable DEI territory, Sweet Baby Inc. has ever-so-quietly partnered with The Powell Group behind the scenes, positioning themselves to gain more influence over game narratives and push its controversial agenda further under the radar.

As YouTubing sleuth MasteroftheTDS, host of the Gothic Therapy channel, recently revealed, this collaboration is more than just a typical business arrangement—it’s a backdoor entry for Sweet Baby Inc. to sneak its way into the hands of more developers, publishers, and investors who may not even be fully aware of the agenda attached to the name.

Who is this "Powell Group"?

As referenced on their LinkedIn page, The Powell Group claims to be a leading video game consulting firm specializing in business development, publishing support, and licensing. They say that they focus on delivering timely, accurate information to enable informed decision-making for their partners. Claiming to have access to a broad network of over 4,000 game developers and 600+ publishers, they supposedly hold extensive industry reach, using their connections and insights to address the needs, strengths, and future directions of key players... But I don't know about all that. My preliminary research on The Powell Group exposes them to be more of a mom-and-pop shop operation pretending to be legitimately 'big time' players in the industry. Fake it till you make it when the industry bloat is flowin', I guess:

The Powell Group states that they support a wide array of clients—including developers, publishers, service providers, creative agencies, trade delegations, and conferences—by fostering positive relationships across different media sectors to drive success in the gaming industry. Additionally, they produce the "Indie Game Business" show on Twitch. They use a lot of ambiguous language without actually backing it up with any substantive facts. Seems pretty sus tbh...

Cloaked in “Sensitivity Consulting”

Their announcement of this partnership appeared on LinkedIn a couple weeks ago, where The Powell Group touted the collaboration with familiar buzzwords like "diverse voices" and "inclusive storytelling"

"We believe you need diverse voices to solve diverse problems."

They claim to provide “sensitivity and authenticity consulting at every stage of development,” but it’s clear that Sweet Baby Inc. is embedding themselves within projects to reshape narratives, according to its own ideological vision.

By cloaking their agenda in the language of "empathy" and "authenticity", Sweet Baby Inc. seems to be relying heavily on The Powell Group’s name recognition... or even, in this case, lack thereof, to hide its influence and sneak through an agenda that has faced substantial backlash among gamers. My guess is their line of thinking here is if they can use a different coat of paint on their vehicle, mayeb the average gamer won't recognize them...

MasteroftheTDS was quick to point out the implications of this partnership in a recent video, stating:

“They’re not just partnering with Sweet Baby Inc.; they are going to help Sweet Baby Inc. reach a wider market and be able to appeal to more studios, more gamers, more companies under a name that is more trusted in the industry.”

Essentially, this whole partnership situation allows Sweet Baby Inc. to bypass the public’s growing criticism by hiding behind The Powell Group’s established industry relationships.

Expanding Reach While Staying in the Shadows

Through the partnership, Sweet Baby Inc. now gains access to an extensive network of over 800 investors and 500 publishers, thanks to The Powell Group’s annual investor list. Not that it means anything immediately or directly, but Sweet Baby Inc. can now insert itself into a range of projects without having to rely on their own reputation, which has been increasingly scrutinized by so many gamers tired of what they see as forced messaging in their favorite franchises. This new setup gives Sweet Baby Inc. the veneer of credibility, allowing them to try to remain out of the spotlight, while The Powell Group ushers their agenda to a far wider audience than they could ever reach alone. No one is falling for it, and this will ultimately bring down the Powell Group as well. They don't have the credibility to stand on their own.

The Powell Group’s LinkedIn post promotes the partnership as a means to help developers “reach a bigger audience,” “tell new stories,” and “represent empathetically.” They declare that “representation is key to connecting players and audiences,” and aim to “spark joy in marginalized players.” That's... That's a LOT of buzzwords, my guys.

But what’s really happening here? Sweet Baby Inc. is getting the green light to alter the core storytelling of games to fit an ideological mold, but this time, with the benefit of an industry partner that isn't SBI, to make it all look above board.

Sweet Baby Inc.’s Sneaky Rebranding

The Powell Group's Sensitivity Consulting webpage now features a colorful, childlike rebranding that visually distracts from the weight of the agenda they’re pushing. The page is filled with multi-colored blocks in front of their logo, with messages that echo The Powell Group’s LinkedIn and website post:

Together with our partners at Sweet Baby Inc., we provide sensitivity and authenticity consulting at every stage of development. We connect you to an inclusive and knowledgeable team of consultants to best bring your story to life.

However, that all-too-familiar language masks the deeper agenda at play here, cleverly repackaged in a friendlier, more palatable form to avoid drawing direct attention.

For Sweet Baby Inc., this partnership is a win-win situation: they get to expand their ideological footprint in the gaming world without having to face the kind of scrutiny they’re accustomed to when working alone. By riding on The Powell Group’s industry coattails to a connection and reputation, Sweet Baby Inc. effectively sidesteps the criticism that has dogged its name, giving them a shield to advance their agenda unchecked.

Jay Powell strikes me as someone who has something to hide, while his twitter has been deleted, the wayback machine shows pages of very left-leaning ideology pushers, alongside his prominent pronouns on display, it's safe to say he's not someone I would trust as far as having good intentions for the industry on the whole. Same goes for his partner 'in crime' who goes by the name 'Indie' on YouTube - his Twitter has also been deleted...

I'm left wondering what these people are hiding... and what their plans are with their brand moving forward.

Doing some research on the IndieGame Business discord, I found Kim Belair, CEO of Sweet baby Inc, chatting with Jay all the way back in Sept of 2023, a full year before this partnership was even announced, so... they have a 'history':

and I found this interesting as well...

and it looks like Sweet baby Inc has been buddy-buddy with them going back over a year, far further than when this announcement of partnership was made:

As Sweet Baby Inc. consolidates its influence with the help of The Powell Group, this “sensitivity consulting” collaboration could have far-reaching consequences, making it easier for them to try and shape gaming narratives to fit their ideological agendas while bypassing the real accountability that comes with acting independently.

Don't fall for it.

~Smash