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. They are a "messenger of magic" that can grant any wish to a certain girl, on the condition that she become a magical girl and fight against witches. It is later revealed that their true identity is Incubator. Kyubey is considered the main villain of the Puella Magi Madoka Magica series, as they tricked Madoka Kaname and the other protagonists in order to turn them into magical girls and, later on, into witches. Kyubey's true goal is countering entropy and staving off the heat death of the universe.