The hype of "Star Wars: The Phantom Menace" has certainly stimulated the imagination of vast numbers of people, including __________ marketing executives: Pepsi is spending $2.5 billion to market "Star Wars" imagery on soda cans and on materials at Taco Bell, KFC, and Pizza Hut; Hasbro will pay $500 million in royalties on "Star Wars" toy sales; Lego will pay $50 million to market "Star Wars" Lego building toys.