In my last blog I wrote about my visit to the DIY Days conference, an event that explored the cutting edge of storytelling via multiple platforms, including toys. In this posting I want to share some of what I learned at the conference.
I was extremely impressed by a talk given by transmedia guru Jeff Gomez. Gomez, through his company, Starlight Runner Entertainment, is as his website puts it, “…a leading creator and producer of highly successful transmedia franchises…” Among his clients are our own Mattel and Hasbro.
Gomez sees transmedia storytelling as the most powerful means of communicating stories yet devised. What does it mean for the toy industry? It means that in the future, toy companies will not just mold plastic or stuff plush animal skins but will create immersive stories that will be communicated by multiple platforms (toys, books, movies, video games, virtual worlds, etc.). No longer will a toy company just license other companies to put their brand or images on a product but will maintain control of the storyline so that every product helps to move the narrative forward. We won’t just be inventors and manufacturers but story tellers.
If you want to know more about transmedia storytelling, I suggest that you visit the Starlight Runner Entertainment website. Gomez articulates the vision in such a way that you will get a chance to see the changes for all of us in the roll of toys in a media driven world.