In June 2019, Netflix signed a deal with Warner Bros. to produce the series and gave it an order of eleven episodes. According to "The Hollywood Reporter", Warner Bros. pitched the series to multiple networks—including HBO, which declined to move ahead with it due to its massive budget. Netflix "snapped it up" as part of its attempts to obtain big intellectual properties and attract subscribers. The series was developed by Allan Heinberg, who will executive produce alongside Gaiman and Goyer. Gaiman said he would be more involved than he was with the television adaptation of his "American Gods" (2001), but less than he was with the adaptation of "Good Omens" (1990).