Kyubey (Japanese: キュゥべえ, Hepburn: Kyūbē) is the main antagonist of the 2011 anime series Puella Magi Madoka Magica and its 2013 sequel The Rebellion Story.

[3] Urobuchi compared Kyubey to monsters occurring in the works of horror fiction author H. P. Lovecraft, commenting of the character: "He (sic) is not evil, it is his lack of feelings that make him scary.

According to Kyubey, the very existence of the Magi-Witch system is what allowed the evolution of mankind's civilization, as many of the main events in human history have involved magical girls.

In the side-story manga Puella Magi Kazumi Magica, Kyubey also appears as the contractor of all the magical girls in Asanaru City, including the Pleiades Saints.

When the Pleiades learned the truth about magical girls, they took one of Kyubey's corpses and used it to create their Incubator Jubey, who could absorb darkness from soul gems.

Furthermore, they had Umika cast a spell that would make Kyubey invisible to all other girls in the city and rewrite their own memories to believe they contracted with Jubey, in an attempt to stop more witches from being born.

A large amount of merchandise based on Kyubey has been created, such as a nendoroid figure by the Good Smile Company;[5] QB Sofa and Bath Set;[6] plush doll;[7] and a hugging pillow.

As a result, Kyubey has all the best dialogue in the show, and some of it is laugh-out-loud hilarious near the end, putting a button on everything that's happening with a cold, calculating attitude.

[22] Lynzee Loveridge of Anime News Network ranked them at number 3 of "8 Shocking Betrayals" list for deceiving the magical girls.