Eline van der Velden, creator of Tilly Norwood, is planning a rapid expansion of her digital creation, including creating an entire universe around the character and launching a new AI talent studio Xicoia. The studio will focus on building IP at scale and creating "bespoke AI talent" for third parties. Prime Video’s Mark Whelan will be head of strategy and operations at the studio, tasked with creating the “Tillyverse” where Norwood and other AI characters will live, collaborate and build careers. The expansion is part of a larger expansion that includes creating a more engaging digital universe around Tilly.