Aaronian brought on several designers, and concepteur and writer John C. Schulte and worked out the simple backstory that would live on toy packaging for the entire run of the product and show. Sachs called the high-concept pitch "Green Against Brick". The sense of humor was honed with the collaboration of the MWS animation firm's writers. Playmates and their team essentially served as associate producers and contributing writers to the miniseries that was first launched to sell-in the toy action figures. Phrases like "Heroes in a Half Shell" and many of the comical catch phrases and battle slogans ("Turtle Power!") came from the writing and conceptualization of this creative team. As the series developed, veteran writer Jack Mendelsohn came on board as both a story editor and scriptwriter. David Wise, Michael Charles Hill, and Michael Reaves wrote most of the scripts.