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

摘要

Transmedia storytelling (TS) is a market and experience strategy where children learn to know a toy concept through multiple media platforms such as cartoons, films, games, and tangibles. Each type of media reveals information which in total makes a whole toy experience often perceived as dynamic and enjoyable [2]. As the story within the toy develops, new characters and objects 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 systems involved visualizing play experiences, play platforms, occurrences of narrative extensions, and in turn the materializations that have emerged out of these extensions. The establishment and characteristics of relations between elements such as the above-mentioned factors and the playing children (and their network) who consume these toys make the first part of the analysis of the map. These interrelations are further analyzed in view of how such an experience system can influence children's experience of the transmedia toy and desire for new ones and, consequently, how they feel about the product. The construct for the analysis consists of establishing how the touch points that the system consists of compare with theory on product attachment and pleasure [7-9] and influence [10, 11], which again relates to the desire to purchase.