Abstract
Explains the essential factors in creating successful licensed toy products for children: two are immediacy and story. Points out that toys that engage children’s emotions are more likely to succeed than ones which are simply functional and well crafted, or excessively kitsch, as the Star Wars characters arguably are; it is easy to gain children’s attention, but the product must then deliver on underlying expectations and provide a story. Illustrates this with a case study of a design exercise, U‐Force, where comic book characters were developed for multimarket global appeal, and a background story then emerged. Uses the example of Lego to illustrate another secret of successful toy design, adaptability: part of Lego’s appeal is the mystery which comes from the child’s ability to transform one finished toy into another.