Rumors of a Loki-led series surfaced shortly after the release of
Avengers: Infinity War in mid-2018. Disney Chairman Bob Iger confirmed the series was happening with Hiddleston the same day that the Disney+ name announced in November 2018. At the time, no other Marvel show was confirmed.
In June 2019, the first look at the series made its way online. Marvel head
Kevin Feige had previously shared the seriesâ logo and concept art at an investor meeting a few months prior. The first image showed Loki walking by a movie theater with a marquee reading
Jaws. With a focus on the 1975 film, at the time it suggested what would be later confirmed as a series with many time jumps through Lokiâs life.