This chapter is an attempt to understand the cultural value of toyetics – a media property suitable to be merchandised across a range of licensed tie-ins – by mapping their development through a specific case study, Disney/Pixar’s Toy Story trilogy. Merchandising is now regularly used to extend and enrich narratives, to personalise media properties, increase the cultural circulation (or shelf-life) of properties and occasionally even enable them to jump media platforms and survive in entirely new textual environments. Most importantly, toys themselves are increasingly becoming content providers for new screen franchises. I therefore argue that toyetic properties are important forerunners of convergent media and that what we are seeing now is actually better understood as toyesis – where a text’s origins are erased altogether.
|Title of host publication||Entertainment Values|
|Place of Publication||United Kingdom|
|Number of pages||17|
|Publication status||Published - 2017|
Bainbridge, J. (2017). From toyetic to toyesis: the cultural value of merchandising. In S. Harrington (Ed.), Entertainment Values (pp. 23-39). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-47290-8_3