Simple things followed simple things until an effect was produced. The effect was a bit boohoo. The things were manufactured torrentially and distributed in battalions and dressed in gowns and left in places where people might pick them up and buy them. After a while a sticker was added to the front of them and people almost couldn't not buy them. Eventually so many people had bought them and talked about them that anyone who hadn't bought them felt sick at the thought of doing so, because everywhere they looked they saw people with them, and in the other direction was a bright animated advert for them, and in the papers were discussions of them and of the people who owned and were talking about them, or hadn't yet bought them but planned to or hadn't yet bought them and did not plan to, because of all the hectoring and boofboof.
There were attempts to turn the things into a film. The first one failed because of weather and no money. The second one failed because of two deaths and no money, but raw noisy footage exists. The third attempt is being made in secret, by a web of people who know how to keep secrets secret.