Lego Bionicle | Television Commercial | 2003

Lego Bionicle | Television Commercial | 2003 Bionicle (stylized BIONICLE) was a line of Lego construction toys marketed primarily towards 8-to-16 year-olds. Originally a subsidiary of Lego’s Technic series, the line launched in Europe and Australasia in 2000 and in North America in 2001. Over the following decade, it became one of the Lego Group’s biggest-selling properties, eventually expanding into a franchise and playing a part in saving the company from its financial crisis of the late 1990s. Despite a planned twenty-year tenure, the theme was originally discontinued in 2010 after ten years of production, but was rebooted in 2015 for a further two years. Unlike previous Lego themes, Bionicle was accompanied with an original story told on a multimedia spectrum that expanded as it continued. Set in a science fantasy universe featuring a diversity of cyborgs, the story depicts the exploits of the Toa, heroic beings with elemental abilities whose duty is to protect the Matoran, a villager-like populace, from the dangers of their universe. The theme’s reboot features a similar premise. This method of narration inspired later Lego themes to carry out a similar approach to story-telling alongside their releases.