Snakes and Ladders evolved in 2nd-century BC India to explain to children the rewards of goodness (the 100th square may have represented nirvana) and the downsides of being bad. Or it was invented in 13th-century Tibet. Whichever is true, religion and play have never inhabited totally separate realms. Because they transmit and reflect cultural values, they are fair game, as it were, for academic research – and provide more fun (innocent and otherwise) than most academic noodling. This is certainly the only book I’ve read with the URL for a Baby Jesus butt plug.

Religious merchandising is a money-spinner with the potential for massive brand extension: Divali Barbie is made in the same Chinese factory as hijab-wearing Fulla, which is marketed as an anti-Barbie, as are the Gali Girls which provide “strong Jewish values” and the Virgin Mary dolls that “encourage young girls to pursue biblical womanhood”.