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

The Mandalorian in full armour including a helmet, with Grogu, a green alien with elf-like ears sitting beside him.

“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.