ABSTRACT
This chapter explores the role of transmedia toy design in relation to how children desire and perceive pleasure and enjoyment through play and examines how such feelings can influence purchase behaviour. It seeks to position child consumerism as an important axis within cultural sustainability. The design and marketing platform known as transmedia storytelling (TS) has proven to be successful in providing such a context. TS builds on main narrative that is presented through multiple media platforms such as cartoons, games, and action figures; via these platforms, children learn about the toy and are familiarised with potential play activities. Toy industry designers have created system of craving within context of transmedia storytelling platform that instils in children the concept that habitual consumption is required for one to play and experience pleasure. Pietschmann presents case study of universe of Disney's Cars to "show the possibilities and limitations of transmedia franchises for children" in order to evaluate their narrative strategies and cognitive requirements.
