Bionicle - Production

Production

The concept of Bionicle was proposed in 2000. During that time, Lego was suffering a ten-year downturn. In 1998, the company suffered its first loss, resulting layoffs for the first time with 1000 people being laid off the following year. In January 2004, Lego posted a loss of 1.4 billion Danish kroner (223.86 million USD/140 million British pounds). A few weeks earlier, in order to "stabilise its financial situation," another 500 jobs were cut.

Initially, the idea of Bionicle was faced with resistance from "company traditionalists" as Lego had "no experience of creating the kind of story-based, multichannel brand that was being proposed." Also, the war-like appearance of the Bionicle characters went against the company's values: "high-quality products, an emphasis on free play and encouraging the imagination, and no modern warfare or violence."

However, the Bionicle line soon became the "biggest of the recent hits" and the number one product of Lego in 2003. The series made its first debut in virtual form on the web in December 2000. In 2004, the sets accounted for nearly all of Lego's turnover. As the sets were produced, Lego developed the Bionicle characters online through "character bios and an episodic adventure game." The main storyline is developed by a team of eight people around the world, who decide "which media gets which bit of the story." Because the Bionicle story is told through multiple media (books, comics, and movies), the purpose of the website is to put the different parts together. The practice of making every Bionicle product "from toys to toothbrushes" promote the website resulted in web traffic averaging more than a million page views per month in August 2004. Another strategy used to promote the website was the use of "Kanoka points". Each toy packaging had special access codes that allows users to earn the points ("the Bionicle equivalent of a loyalty scheme") that can be used to play web games.