Jackanory is synonymous with great storytelling and immersing the audience in imaginary worlds. The game itself is for all of the CBBC audience in the age range 7 -11 year olds and not be too difficult for the younger users to play but still engaged with the older end of the audience.

As part of the game design process CBBC ran a competition on TV which gave users the chance to be part of creating the imaginary worlds which were incorporated into the game. The competition ran from Monday, 20 November to Friday, 1 December 2006.