The LEGO® Company is really trying to get people to notice BIONICLE®. I was at the store the other day and they were giving out a collectible mask pack with every purchase, and this display took up the front and side windows. Im not sure whats going on with the thumbnail images, the server keeps generating it sideways but the image seems to load correctly after clicking it.

The packs have a retail value of USD $4.99, though I think they are valued for taxing purposes only. If you were actually allowed to buy them, your better off getting a cheaper small set like a mixel or random minifigure bag to get it as a freebie instead. This deal runs until the 20th, both in store and online.