In this paper, we propose a novel approach to modeling and dynamic creation of behavior-rich interactive 3D contents. The approach, called Beh-VR, enables dynamic generation of virtual scenes from arbitrarily selected sets of specifically designed reusable virtual objects, called VR-Beans. Behavior of the objects is determined by associated scripts encoded in a high-level language called VR-BML. The method significantly simplifies creation of interactive 3D scenes and can be applied to various application domains. Examples discussed in the paper are related to creation of educational and entertainment contents in the cultural heritage domain.