Batman Hype in 1989

A June 19, 1989 Associated Press newspaper article about Batman, merchandising, and the film’s popularity at that time should have been enough to entertain me for hours. Who doesn’t remember all of the Batman fun that surrounded the Tim Burton movie back in the late eighties? Unfortunately, a single comment in the article distracted me . . . and now I cannot stop until I track down more information on the word “toyetic.”

You see, “toyetic” as a word has been one I’ve associated with Bernie Loomis. Even Wikipedia agrees that “toyetic” is a Loomis word, but in this 1989 article we read:

“[Lester] Borden [merchandising VP for Columbia Pictures] has even coined his own term, ‘toyetic,’ for the phenomenon.”

That’s gotta just be a poorly-researched line in a newspaper article and not some hint that “toyetic” has a deeper history than we realized. Still, my crazybrainedmind won’t let me stop until I dig deeper into the issue.

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