“I cannot divorce the two”: How Star Wars is blending technology, creativity, and products into the…
“It’s like a community, right? And it’s a global community that people really love and identify with.”
That’s how Bobby Kim, Global Creative Director at Disney Consumer Products, describes Star Wars fandom. And it’s a framing that feels especially fitting as another May the 4th is behind us and we’re weeks out from a big-screen debut.
For millions of fans, myself included, it’s not just a set of films. It’s 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. It’s no longer just about the next movie or series, but rather it’s about how fans engage with the universe in between those major moments — and often, that starts with products.
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