Bionicle: How LEGO told a story and sold a toy

In 1999 and 2000 the LEGO Company was enjoying success with its two new product lines Slizer and RoboRiders.
Agency: Advance A/SAuthors: Jens Krog and Jeppe Fonnesbaek

Story selling: How LEGO told a story and sold a toy

The story behind Bionicle

INTRODUCTION

In 1999 and 2000 the LEGO Company was enjoying success with its two new product lines Slizer and RoboRiders. They were part of a whole new category of toys – action figures that were easy to construct and came at pocket money prices. When planning the launch of Bionicle, the third generation of these toys, a whole new marketing strategy was used.

The success of Bionicle would turn out to be unimaginably huge....

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