Agency: Advance A/S | Authors: 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....