Why the best modern brands are entertainment companies

Why Modern Brands Thrive as Entertainment Companies: The Art of Authentic Storytelling

Lucy Hyslop moderated a Web Summit Vancouver 2026 panel with Jess Kirkman (Mattel) and Brooke Stites (Modern Arts). They discussed how leading brands are transforming into entertainment companies by fostering authentic, emotional connections through storytelling, moving beyond traditional advertising in today’s fragmented media landscape.

Ms. Kirkman detailed Mattel’s two-way storytelling, where products evoke personal memories. The Barbie movie exemplified taking risks and allowing fans to shape narratives, demonstrating the power of relinquishing control over valuable intellectual property. This approach drove cultural conversation, a new strategy for an 81-year-old company.

Ms. Stites emphasized storytelling as a fundamental human act for connection and emotion. Brands have a significant opportunity to become genuine storytellers, not just advertisers. The key is creating emotional resonance and relevance by truly adopting the storyteller’s role, fostering deeper audience engagement through compelling narratives.

An example from Modern Arts involved WhatsApp’s partnership with the Mercedes F1 team. By revealing real text messages about Kimmy Antonelli joining F1, WhatsApp delivered exclusive content to passionate fans. This fostered brand love through authentic narratives, engaging audiences without resorting to direct promotional “shouting.”

Both speakers stressed human authenticity and embracing imperfections, especially with AI’s rise. Ms. Kirkman cited Mattel’s “making of” content, showing diverse toys interacting, offering a transparent, fun peek behind the creative process. “Weird Barbie” also illustrates how imperfection can be perfect, granting brands grace to innovate and build trust. Ms. Stites added that the AI era intensifies the craving for real human stories, urging brands to showcase their human element for stronger connections.

Ms. Stites advocated for intentional channel engagement, speaking each platform’s language. She proposed a shift to a content infrastructure creating original, owned intellectual property. This IP generates lasting value, enabling brands to earn and own audience attention, surpassing short-term paid media campaigns. Ms. Kirkman discussed Mattel’s Masters of the Universe IP, where stories are actively passed down from Gen X parents to their children, introducing new generations to the lore before the toys.

The panel underscored the “traveling power of a story” across generations. Ms. Stites shared an anecdote of a father becoming an F1 fan after his son introduced him to “The Seat” film, illustrating how stories foster intergenerational connections and build new fandoms through emotional engagement. Tapping into personal passions yields authentic, inspiring stories that naturally amplify reach. Brands should participate in culture, not just create it, forging emotional connections beyond product features to build ultimate loyalty and provide compelling reasons for brand choice.