“The Lone Ranger” debuted in theaters in time for the July 4 holiday, and while Johnny Depp’s decision to play Tonto—a fictional Native sidekick to the white cowboy—has drawn attention and criticism, the film’s release means that all things Native are unusually relevant—and marketable. And that can be a good, bad, and very ugly thing, all at once. Tonto action figures are already being sold as “Native American warrior spirit” caricatures. The Lego Corporation is pushing its “Comanche Camp” toys. And Subway is hawking plastic soft drink containers with Tonto snapshots.