Kyubey

Kyubey is a small, cat-like creature. It has white fur and four ears, one pair representing the average cat and the other similar to those of a rabbit. It has red eyes and golden rings around its long ears. At the bottom of the ears, it appears that it is separated into three, along with a pink-white fade and three red ovals. These ears seem to be what turns the girls into Magical Girls, as seen when it makes Sayaka Miki's Soul Gem. It has a large tail and pointy ears, the inside of them being pinkish peach color. On its back is a hot pink egg-shaped oval that can flip open to remove Grief Seed fragments.

Despite appearing and sounding somewhat human, Kyubey is an Incubator and has no personal understanding of human emotion. Despite appearing as an individual, Kyubey and the rest of the Incubators do not seem to have a distinct sense of self. On the occasions where a Kyubey is killed, another will step out and continue to converse as if nothing had occurred.

The Incubators are an emotionless race, but seek to exploit the thermodynamics-violating emotions of the human race to produce energy and prevent the Heat Death of the Universe, the ultimate end of the universe itself. The fact that the system they use to harvest this power-- Magical girls and Witches-- would be considered horrendously evil by humans is inconsequential to the Incubators. They choose this method because it is the most expedient to their goals. No action they take is ultimately malicious, as they do not themselves experience or understand the emotions required to act in such a way. Everything about Kyubey, however, is implied to make it as appealing as possible to the Magical Girls, as well as emulating behaviors and 'emotions' for the same purpose.

This lack of understanding ultimately results in Kyubey being unable to predict or understand the actions of the Magical Girls or the results of those actions, despite them being obvious to the girls themselves.