[2][6] Sweet Baby's stated goal is to ensure characters from different demographic groups are not only added for nominal presence, but that their portrayal is respectful, fits into the overall context, and is written for quality scenarios.

[3] From 2018, Bédard was the brand content manager and Belair the story architect on Unknown 9, a transmedia project encompassing comics, novels, and video games,[9][10][11] initially as employees of developer Reflector Entertainment and later as part of Sweet Baby.

[20] The studio joined the production of Suicide Squad: Kill the Justice League late in its development, focusing on writing audio logs, non-player character dialogue, and in-game advertisements.

[5][21] In October 2023, Sweet Baby attracted negative attention on Kiwi Farms, a web forum where a user described the company's involvement with Alan Wake 2 as "possibly one of the biggest scandals in gaming history";[7] similar posts were shared on sites like 4chan and the Reddit community r/KotakuInAction.

[5] Employees said a small degree of harassment was directed towards the company following this attention,[22] which increased in January 2024,[23] when a Steam user created a curator group listing Sweet Baby's work,[24] encouraging players to avoid the games as the studio promoted a "woke agenda".

[5][7][23] Multiple journalists described these disproven ideas as conspiracy theories;[22][27][30] several were based on isolated statements made by Sweet Baby employees on social media or at conferences, taken out of the larger context related to their views on diversity in game narratives.

[12] Aftermath's Nathan Grayson noted theories would likely continue spreading as long as their narrative compelled viewers and readers;[5] YouTube videos about the backlash collectively received millions of views.

[5] Its partners, like Insomniac Games, offered advice on moving past the backlash based on their own experiences with harassment,[5][7] and several developers and consultants, like Rami Ismail and Steve Saylor, supported the studio on social media.