Bionicle (stylized BIONICLE) is a line of toys by the LEGO Group marketed primarily for 5- to 16-year-olds. The line was launched on December 30, 2000 in Europe and June/July 2001 in Canada and the United States. "Bionicle" is a portmanteau constructed from the words "biological" and "chronicle", which is also actually derived from the word "bionics". The concept is similar to Lego Group's earlier themes, Slizers/Throwbots and RoboRiders in that each of those lines had characters based on classical elements. Earlier Bionicle packages had displayed the Technic Logo, but it has since been phased out, evolving Bionicle into its own branch of LEGO. It has recently been announced by the director of LEGO that they will stop making new Bionicle sets after Winter 2010 "for the foreseeable future". However, while production of sets will stop, the story will not, as Greg Farshtey will continue to update it on the website. Bionicle was replaced by Hero Factory, which was released later in July 2010.
The Bionicle story is set in a science fantasy world and is primarily told through the book series, Bionicle Chronicles, Bionicle Adventures, and Bionicle Legends as well as through comic books published by DC Comics. Four films have also been made. As of 2010, the main Bionicle story will be published online.
The 2001–2008 Bionicle story arc was set in a world inhabited predominantly by part-organic, part-machine beings (most notably the Matoran) in a subterranean world, which exists in massive domes underground. 2009 began a new saga of the story-line, leaving behind the previous years and venturing out to newer possibilities as Mata Nui, after having been banished by Makuta Teridax, finds his way to a mysterious barren planet called Bara Magna. Here he becomes the center of the story and makes new allies as he tries to find a way to save the Matoran from Makuta Teridax's tyrannical rule.
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 (140 million British pounds and 223.86 million USD). 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 approximately all of Lego's turnover. As the sets were produced, Lego developed them on the sets' website 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.
Story
The 2001–2008 storyline arc of Bionicle was set in a science fantasy world inhabited predominantly by part-organic, part-machine beings in a subterranean world, which exists in massive domes underground. This world (dubbed "The Matoran Universe") and its races were once protected by a Great Spirit named Mata Nui, until he was cast into an eternal slumber by the evil Makuta Teridax and the Brotherhood of Makuta. The world of the Matoran began to fall apart. But mask of life that was stored inside Mata Nui was sent out to space to find a new planet. The mask landed on the planet of Bara Magna and the mask created a small body.