I cannot divorce the two: How Star Wars is blending technology, creativity, and products into the experience itself

Date:
Wed, 13 May 2026 22:00:00 +0000

Description:
Disney Consumer Products' Global Creative Director Bobby Kim on how Star Wars is evolving beyond film into an interactive, technology-driven product ecosystem.

FULL STORY
"Its like a community, right? And its a global community that people really love and identify with."

Thats how Bobby Kim, Global Creative Director at Disney Consumer Products, describes Star Wars fandom. And its a framing that feels especially fitting
as another May the 4th is behind us and were weeks out from a big-screen debut. For millions of fans, myself included, its not just a set of films.
Its something more of a shared language one that extends far beyond the screen into collectibles, toys, robots, video games, and all sorts of media from films and TV shows to books, comics, and shorts.

Inside Disney, that shift is increasingly shaping how Star Wars comes to
life. Its no longer just about the next movie or series, but rather its about how fans engage with the universe in between those major moments and often, that starts with products. Over a
year into his role at Disney Consumer Products, Kim is still adjusting to the scale. Coming from a background in entrepreneurship and underground culture, hes used to building within tight communities. At Disney, though, the
audience is global, multigenerational, and deeply invested.

That level of connection, he says, comes with responsibility. Fans dont just watch Star Wars they identify with it. And that changes what a product is supposed to do.

What Star Wars taught folks like me and artists and designers and creatives
is how to understand a story not just from the perspective of cinema, but through the perspective of product, Kim explained shortly after leading a conversation with The Mandalorian and Grogu director, co-writer, and
producer, Jon Favreau.

Its a simple idea, but it reframes everything from a product generation discussion to planning for a rollout. For decades, Star Wars has existed beyond the screen through toys, collectibles, and apparel, but nearly 50
years on, these products are becoming the experience itself.

From action figures to roleplay items, people can get closer and feel a connection to a specific character or legion be it Rebel or Imperial within the franchise. You dont need to follow every film or series to feel
connected. You can build a Lego Star Wars set , collect figures, or display memorabilia and still participate in the world in a meaningful way. Products arent just extensions of the story theyre one of the main ways fans live
with it. Thats also why Disney is continuing to
emphasize its internal design teams, ensuring that what it creates in-house reflects the same storytelling DNA as the films and shows.

Technology is pushing that even further, and no better example is Lego Smart Play , and the first wave of Star Wars sets.

I love what Lego is doing. Smart Play is technology within a product that has enchanted collectors for, you know, eons. Literally.

For Kim, the key isnt reinvention its expansion. It doesnt replace anything, its additive to me. And its just a new way that you can play with Lego Star Wars sets in a way that we maybe couldnt have thought of before.

That idea of additive design hints at where Star Wars products are heading. Theyre becoming more interactive, more flexible, and more open to interpretation less like static objects and more like platforms that fans
can shape themselves. Its a natural
evolution for a franchise that has always thrived on participation. From collecting to cosplay to fan builds, Star Wars has long encouraged people to make it their own. Now, the products themselves are starting to reflect that same philosophy.

And as technology continues to blur the line between physical and digital, that connection is only getting stronger. At the end of April 2026, Hasbro showed off a fully electronic Grogu one of the most highly detailed and expensive Baby Yoda toys yet.

I cannot divorce the two: the creative process from technology. Its always
one and the same.

For Disney, that means designing Star Wars as something that lives across formats film, yes, but also objects, experiences, and tools for creativity. For fans, especially on May the 4th, its a reminder of why the franchise endures. Star Wars isnt just something you watch.

Its something you build, collect, and carry with you.

Link to news story: https://www.techradar.com/streaming/entertainment/i-cannot-divorce-the-two-how -star-wars-is-blending-technology-creativity-and-products-into-the-experience- itself

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