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