Conference Main
Out of the Box: Toys Break the Screen Barrier
Transmedia applications blur the line between physical play in the real world and virtual play in the digital world. Are these applications precursors to eventual integration of the computer into more aspects of daily life? As they distribute the play experience over different media, are they still considered "applications," or have they become "toys" in which the computer is now only part of the total experience? This panel of professionals who have begun to tackle these issues analyzed the theory and practice behind transmedia, and gave live demonstrations of transmedia products.

Steve Schklair
Quantum Arts

Christian Greuel
LEGO A/S, SPU-Darwin

Michael Patrick Johnson
Massachusetts Institute of Technology

Andy Rifkin
Mattel Media

Erik Strommen
Microsoft Corporation

Steve Sutyak
Hasbro Interactive

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