Custer may have died on a battlefield in 1876 but thanks to a cheap plastic toy he's back in the limelight.

For a few days, at least, and then we'd expect this latest Custer sighting to quickly fade from sight and memory. That's what we'd hope, as it would be best for the people that live, work and raise families in South Dakota.

Rapid City continues its decades-long struggle with racism and the multitude of issues that revolve around it. Racism impacts our community; our children and neighbors; it impacts local policy and race relations.

And now a Custer toy… But let's not give a promotional toy weight it doesn't deserve and let's not allow a corporate oversight to taint the good work several groups and individuals have been doing in the community.

Custer has made his appearance atop a motorcycle in a fast food restaurant's children's meal to promote the upcoming movie "Night at the Museum."

If you've seen the first Night at the Museum production, you'll know that historical accuracy was set aside for entertainment. Like most productions coming out of Hollywood, a realistic portrayal of history is widely disregarded.

In the case of Custer's plastic appearance in West River, it's unfortunate, to say the least. His appearance here, even as a toy, shows an insensitivity to the history of South Dakota and Custer's legacy - no longer an open wound but still a festering issue.

But one thing is sure - parents know that every moment can be a teachable moment for young minds and this one is no different. A plastic toy can jumpstart a discussion about war, cultural insensitivity and racism, which is one of Rapid City's most challenging problems.

Go to the movie; eat the meals, and realize the plastic Custer toy is really more about a global corporation marketing a movie while being sadly unaware of regional sensitivities.

The plastic Custer will be gone from the meals soon enough. If only he could be wiped from collective consciousness as quickly…