Bionicle (/baɪˈɒnɪ.kəl/) 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 the Americas in 2001. Over the following decade, it became one of Lego’s biggest-selling properties; spawning 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 discontinued in 2010, but was rebooted in 2015 for a further two years.
Unlike previous Lego themes, Bionicle was accompanied by an original story told across a multimedia spectrum. It depicts the exploits of the Toa, heroic biomechanical beings with innate elemental abilities whose duty is to maintain peace throughout their universe. Bionicle’s success prompted subsequent Lego themes to utilize similar story-telling methods.
After suffering a ten-year downturn in the 1990s, the Lego Group went forward with the belief that a theme with a storyline behind it would appeal to consumers. Their initial attempt was the space opera franchise Star Wars, which became an instant success. However, the royalty payments to Lucasfilm marginalized Lego’s profits, prompting them to conceive their own story-driven themes. Their first attempts were the short-lived Slizer/Throwbots (1999) and RoboRiders (2000) lines, which proved popular and prompted Lego to move forward with their idea of a new story-driven theme that would run continuously for at least two decades.
The project was originally conceived as “BoneHeads of Voodoo Island” by art director Christian Faber and Lego employees Bob Thompson and Martin Riber Andersen from a brief by Erik Kramer that was sent to outside writers. One of the writers who received it was Alastair Swinnerton, who rewrote the concept and was later invited to pitch it to the Lego Group at their headquarters in Billund, Denmark. The revised concept was well received and Swinnerton was commissioned to expand his initial pitch into a full ‘bible’. On his second visit to Billund, the project was given approval and entitled “Bionicle” at an internal Lego meeting (a portmanteau constructed from the words “biological chronicle”).[1] The names “BioKnights” and “Afterman” were also considered prior to the finalization of the brand.[2]
To accompany the sets, Lego worked with Swinnerton and the creative agency Advance to create an elaborate story featuring red herrings, arcs and extensive lore centering on half-organic, half-robotic characters and telling it across a vast multimedia spectrum including comic books, novels, games, movies and online content. The use of tropical environments and characters based on classical elements were carried over from Slizer/Throwbots and RoboRiders, as well as the Lego Technic building system featured in those sets. One particular element – the then-innovative ‘ball-and-socket’ system which created free joint movement – would feature heavily in Bionicle and be expanded upon in subsequent sets.
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