human tongue, Gak has no purpose other than to feel weird and make "fart" sounds when it is pressed back into its plastic splat-shaped container.
Toy marketers are particularly impressed by Gak's almost generic iconography. It is the first superhit product spin-off from a kids' TV show that is not based on a character or one his accessories. The popularity of Power Rangers or X-Men dolls, vehicles, and weaponry is comprehensible by old-paradigm marketers: kids identify with the superhero character, and hope to emulate him vicariously through his action figure, and by using his weapons and possessions.
But Gak is not a character, nor is it used by a character. It's just ooze. This brings us to yet another stunning aspect of kids' experience of evolution and modern intimacy. Just as a
