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But the game’s light, toyetic presentation, its gorgeously lit, doll-like figures goofing around in hypercolor towns, beaches and casinos, undermines its core narratives about pain and sacrifice, about people tortured by their fates.

Given the popularity of the character, it seemed odd at first that there wasn't any merchandise available based around such an obviously toyetic character.

His boss, Bernie Loomis, coined a term for this: Toyetic.

They’re what the merchandising industry calls “toyetic” — something made to be a mass-consumable product first, and a character later.

The Lego Ninjago Movie is on its way, following in the footsteps of The Lego Movie and The Lego Batman Movie by blending meta-humor and toyetic Lego action, only this time using ninjas.