Lego sets off a South Pacific cultural war with their Bionicle toy line.
The controversy started last year when Lego launched Bionicle, a new range of action figures. Bionicle involves a group of imaginary inhabitants of the island of Mata Nui, who are under the power of an evil beast called Makuta. Six heroes called the Toa are sworn to liberate the island's inhabitants. In this story line, Lego used a mix of Polynesian words, including some Maori words.