"Wordsworth's child plays with his toys in a world unconcerned with brand power, and he tells his own stories, using public domain situations. Star Wars was not designed to sell toys, but Lucas was smart enough to keep the merchandising rights, and, with help from Kenner, a toy empire was founded. The story came first, but the merchandising threatened to takeover. In the case of Transformers, the action figures were absolutely primary, the show was made to drive toy sales. But as the generation raised on Star Wars and Transformers became filmmakers in their own right, the primary-secondary relationship became blurry. In an interview with filmmaker Kevin Smith, Paul Dini, who created the cartoon Young Justice among other, talked about a problem he had with the executives at the Cartoon Network. They cancelled his show, Tower Prep even though his audience was on the rise. The reason: the audience numbers were on the rise because girls were watching the show and that's a problem because girls don't buy the toys, and the money comes from the toys. Because the relationship between action figures and movies and television are symbiotic it is hard to know if this is a case of the tail wagging the dog. When a 37-year-old director, whose childhood bedroom was littered with Transformers and Star Wars figures, steps up to direct the latest feature from Marvel, to what extend is he simply playing with action figures on a gigantic budget? To what extent is Chris Pratt a very expensive action figure, to be posed and moved around with the other toys?"