“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.
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, he’s 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 don’t 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.
It’s 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 don’t 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 aren’t just extensions of the story — they’re one of the main ways fans live with it.
That’s 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 isn’t reinvention — it’s expansion. “It doesn’t replace anything, it’s additive to me. And it’s just a new way that you can play with Lego Star Wars sets in a way that we maybe couldn’t have thought of before.”
That idea of “additive” design hints at where Star Wars products are heading. They’re becoming more interactive, more flexible, and more open to interpretation — less like static objects and more like platforms that fans can shape themselves.
It’s 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. It’s 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, it’s a reminder of why the franchise endures. Star Wars isn’t just something you watch.
It’s something you build, collect, and carry with you.
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