Firstly, a hat tip to All Things Disney for coming across this!
Starlight Runner is a company which essentially creates backstories based on existing material. While not Imagineering related, this company has worked for Disney and quite definitely has had an impact on Disney lore that may one day feature in the parks. Most recently, they have been working on the Tron backstory.
You give them a product, and they'll come up with characters, places, events and much more than the client can then use as inspiration for book series, video games, promotional material or anything else they desire.
"Disney hired Gomez in 2005 to come up with a backstory for Jack Sparrow, the character played by Johnny Depp in the 2003 hit, Pirates of the Caribbean. One concept prompted Disney to launch a series of books about the swashbuckling Sparrow as a teenage stowaway searching for explorer Hernando Cortez's sword. The books charmed fans of the first film, and Disney used the series to help market the next two sequels."
This is an extract from an article appearing in Bloomberg BusinessWeek, which I definately recommend giving a read.
The company's website can be found at www.StarlightRunner.com