Abstract: A system and method for integrating eBooks with characters, actors, feature films, and brands. Words in the eBook can be functionalized to associate them with multimedia elements. For example, the word “Jacket” can be associated with an image of an actor wearing a Jacket. The activation of the functionalized word results in a pop-up screen that shows the multimedia element and an option to purchase the merchandise shown in the multimedia element, such as the Jacket.