Back in 2002, in El Segundo, California, I was pitching to Mattel on creating a story world around their Hot Wheels brand.
A concerned executive cut me off, telling me that this was a risky idea. “Who are you,” he asked, “to impose a narrative over these toys? It could interfere with the boy’s own concept of the cars. It could interfere with established play patterns, and that would be a disaster.”
These were valid concerns, but as far as I was concerned, the transmedia revolution had already begun. The internet was becoming a powerful presence in the lives of children. Gadgets such as smart phones and tablets that would change the way we behave and interact were right around the corner. In just a few years, social media would become the pervasive form of sharing what we like and how we feel.
So I told that executive something that has since become even more vital and true…
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