Why Every Great Product Starts with a Great Story

What makes a product desirable?

It’s not just design. Not just features. Not even price.

It’s the story.

Whether it’s a lightsaber replica that makes you feel like a Jedi, a toy line that sparks childhood nostalgia, or a new brand that cuts through the noise — the magic often starts with a story that resonates.

I’ve spent 20+ years working in toys, animation, collectibles, video games, and licensing. One thing I’ve learned across every project, every pitch, and every product: stories move people. They guide design. They shape experiences. And most importantly, they make people care.

• The Psychology of Storytelling (and Products)

Humans are hardwired for narrative. Long before we had spreadsheets, we had campfires and cave paintings. Storytelling is how we process the world — it’s how we learn, connect, and remember.

In fact, research shows that our brains are significantly more engaged when we hear a story versus a list of facts. The emotional centers light up. Empathy kicks in. That’s why we remember a character’s journey more than a product’s details.

When a product taps into that storytelling instinct, it becomes more than just a physical object. It becomes “meaningful.”

• World-building vs. Product Building

Some of the most successful brands don’t just make products — they build worlds.

Think about LEGO. Or Star Wars. Or Pokémon. Or even non-entertainment brands like YETI or Apple. They’ve each crafted an identity, a universe, a mythology that their audience can step into. The product is an invitation to participate in that story. There is a reason people (sometimes with poor intention) call it The Cult Of Apple.

When I’ve worked on collectibles or toy launches, the projects that thrived were always the ones that started with a strong narrative. And they weren’t always narratives we created, they were narratives that existed prior in films like Ghostbusters, Back to the Future, and Jurassic Park. We weren’t just designing a figure — we were creating a memory. An emotional tug to a story the fan already loved… or a new one they’d want to explore.

• A Quick Example from My Work

When I worked on the Goonies Adventure Collection at Paragon FX Group, we didn’t start with product specs. We started with a story.

We asked: Who is this for? What do they care about? What moment do we want to recreate or offer? That narrative guided everything — from design to packaging to marketing. The result? A product that didn’t just sit on a shelf. It became part of someone’s personal fandom.

• Why Storytelling Isn’t Just for Blockbusters

You don’t need a Hollywood IP to harness the power of story.

In fact, it might be more important for small brands, creators, and startups. Without a billion-dollar brand name to lean on, your story becomes your differentiator. It builds loyalty. It signals purpose. It gives people a reason to believe in what you are building.

Look at the brand Goldieblox, or the insanely popular brand Squishmallows (There are 4 squishmallows on my couch as I write this - seriously) Neither was born of a pre-existing IP - they BECAME the IP. 

Whether it’s a new DTC toy brand, an indie game, or a small-batch product line — storytelling gives you a competitive edge.

• 3 Ways to Build Story into Product Development

If you’re building something — anything — here are a few ways to anchor it in story:

1. Create a Character or Archetype

   
   

   Build your product around a persona. Who’s using it? Who is it for? Define that clearly, and it shapes how the product looks, feels, and functions.

2. Tie It to an Emotion or Movement

   
   

   What does your product stand for? It doesn’t just have to be “nostalgia,” it can be sustainability, saving an adorable endangered animal, empowering young girls to get into STEM, etc. — make that part of your story, not just your slogan.

3. Use Packaging and Marketing as Storytelling Tools

   
   

   Every touchpoint is part of the narrative. What is the first experience people have when receiving your product? Opening the packaging. There is a reason why “unboxing videos” exist. The packaging isn’t just there to get the product there safely - It’s there to start the experience. Your packaging, website, even your instructions — they’re all chances to reinforce your story and deepen the connection.

• In Closing…

A great product scratches an itch. A great story creates the connection.

When you start with story, you create something that feels alive. Something people remember, talk about, share, and keep.

So next time you’re developing a product — before you finalize the materials or sketch out the first prototype — ask yourself: What’s the story I’m trying to tell?

That’s where the magic starts.