Story Selling / The Bionicle Story

A case study on the marketing strategy for BIONICLE’s launch, and what factors contributed to the toys’ initial success.

Story Selling

This original version was developed as a submission for the DRRB Advertising Effectiveness Award in 2002, which it won.

Download Danish original

Download English machine translation

The Bionicle Story

Revised edition, edited to address an audience of LEGO employees and distributed internally within the LEGO Group. Based on some of the art, this dates to late 2002.

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Young Consumers

A public-facing revision published in the Q4 2005 edition of Young Consumers.

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