Embodiments provide an intuitive interactive media content development environment that simplifies the creation of actions, for example, allowing users to easily specify that a shape will move when the media is run or that a web page will be opened when a button is clicked within the media. The assignment of an action may involve one or more displayed objects, including as examples, trigger objects associated with an event that triggers the action and target objects that move or otherwise perform the specified action(s). Embodiments provide a visual and intuitive interface that minimizes the experience required of a user and, in some cases, provides a primarily mouse-click driven development environment for both objects and actions, including for specifying interactions between objects.