My guess is that he's associated his "toy" with attention from you which he craves. I would put the "toy" away and take it out daily for a selected play time. As long as you are playing a few times a day with him and not ignoring him he should be all right. When he cries for attention and you are busy, just ignore him, hard as it is.
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Smile, it will make them wonder what you are up to!

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