Kyubey is an extra terrestrial being posing as a familiar who can grant any wish to a certain girl, on the condition that she become a magical girl and fight against witches. When the chosen girl makes a contract with him, he extracts her soul and places it inside a Soul Gem, reconstructing their body into a shell that is more resilient in order to fight witches. He constantly tries to get Madoka to make a contract with him, as she allegedly possesses great magical potential within her that would allow her to become the most powerful magical girl. He can only be seen or heard by magical girls and those with "magical" potential and is able to communicate with others telepathically.
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