Formative research and summative evaluation are required and essential components of 2010-2015 Ready to Learn (RTL) activity. Formative researchers are integral members of the media production team, working closely with the content creators, educators, animators, digital experts, and others. Findings from formative research with the target audience provide ongoing timely feedback to the production team during the development process. Summative evaluations using scientific randomized controlled trials yield strong evidence of the media product's educational effectiveness. Informing the development of educational transmedia products poses complex challenges for both formative and summative activities. A descriptive overview of and analytic reflection on RTL research and evaluation offer productive implications and raise important questions as future RTL media products and the educational media industry move increasingly toward transmedia. (author abstract)