A system analysis of transmedia storytelling toys in relation to desire and pleasure


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Transmedia storytelling (TS) is a market and experience stra tegy where children learn to know a toy concept through multiple media platforms such as cartoons, films, games, and tangibles. Each type of me dia reveals information wh ich in total makes a whole toy experience often perceived as dynamic and enjoyable [2]. As the story within the toy develops, new characters and obj ects emerge [2 - 6]. Thus, the children who are engaged with the toy will subsequently desire the character’s novel weapons, vehicles, and costumes which are made available in the market by various channels such as computer games, board games, characters, tangibles, etc. This article explores such transmedia toys through an inquiry into the two systems based around Toy Story and Cars. The mapping of these system s involved visualizing play experiences, pl ay platforms, occ urrences of narrative extensions, and in turn the materializations that have emerged out of these extensions . The establishment a nd characteristics of relations betwee n elements such as the above - mentioned factors and the playing chil dren (and their network) who consume these toys make the first part of the analysis of the map. These inte rrelations are further analyzed in view of how such an experience system can influence children’s experience of the transmedia toy and desire for new one s and, consequently, how they feel about the product. The construct for the analysis c onsists of establishing how the touch points that the system consists of compare wi th theory on product attachment and pleasure [7 - 9] and influence [10, 11], which agai n relates to the desire to purchase.



© 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

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  • http://hdl.handle.net/10642/3060