The series is based on the Spanish television series Cuéntame un cuento (Érase una vez), created by Marcos Osorio Vidal, and was developed for American audiences by Kevin Williamson.

Each season reimagines classic fairy tales as modern-day psychological thrillers, with season one blending The Three Little Pigs, Little Red Riding Hood and Hansel and Gretel set in New York City, and season two blending Beauty and the Beast, Sleeping Beauty and Cinderella set in Nashville.

Had the series been renewed for a third season, it would have adapted Snow White, Jack and the Beanstalk and Rapunzel.

Danielle Campbell and Paul Wesley are the only actors to appear in both seasons of the series, though playing different characters tied to different fairy tales each time.

Billy Magnussen and Kim Cattrall were the first actors announced for the lead roles in May 2018, followed by Danielle Campbell, Paul Wesley, James Wolk, Dania Ramirez and Sam Jaeger in June 2018.

Principal photography for season one took place in New York City starting June 28, 2018, while season two was filmed in Nashville, Tennessee, from July 1 to December 18, 2019.

All musical performances featured in the second season were performed by cast member Natalie Alyn Lind, whose character is a rising country music star; an official soundtrack of her songs was released by CBS All Access in February 2020.

Although canceled by CBS All Access in May 2020, the show's broadcast rights were picked up by The CW, which aired both seasons later that year.