But little kids don't tend to buy lunchboxes/t-shirts/toys based on documentaries.

There's a difference between creating fiction and non-fiction.

if his criticism is the portrayal of Indian CHARACTERS in media, as a comedian/artist he's in a position to actually CREATE some better work.

Especially right now since he's got attention on him from this, he should parlay that into producing a movie or TV show or something and actually CREATE some original characters