| |
Dateline: BZPower Nov. 24, 2009
Dear BIONICLE Fans,
In reviewing the business across all of its play patterns and properties,
the LEGO Group faced a tough question: should we take on a new creative
challenge in the world of buildable figures that we pioneered in 2001?
BIONICLE re-invented the way consumers think of and play with the LEGO
system. Through many chapters of compelling story and innovative product
development, BIONICLE became a very strong property and an important part of The
LEGO Group’s business. We think there is a significant opportunity to grow the
buildable figure category, but it will take a more flexible platform that
appeals to a wider range of ages through a variety of different entry points
than BIONICLE has proven to deliver.
The easy decision would be to stick with a known entity in BIONICLE; but as
history has proven, The LEGO Group achieves its greatest success by embracing
the uncertainty that innovation brings. After all, BIONICLE almost never
launched because it was such a big risk to the company’s way of doing business.
Because you have been such an important part of building the BIONICLE
franchise and have been among its most valued fans, we are writing to tell you
that the six BIONICLE Stars launching in January will be the last BIONICLE sets
for the foreseeable future. Beginning in summer 2010, The LEGO Group will debut
a new, more flexible buildable figure property created by the same people who
brought you BIONICLE. At the same time, we are also expanding the category to
appeal to a younger audience through an established third-party property,
starting in January.
Since its beginning, BIONICLE has reflected the union of great product and a
compelling story. Although there presently are no plans for more sets, the
BIONICLE story is not ending. BIONICLEstory.com will remain an active site, with
new story content updated by long-time BIONICLE writer Greg Farshtey. In
addition, LEGO Group hopes to work with you, the fans, to continue to grow and
expand the BIONICLE story universe.
This was an extremely difficult decision for all involved. But as seen in
the tales of the Toa, striving for success in any mission requires imagination,
new ways of thinking, and the willingness to take risks. We hope you will share
the same level of enthusiasm we have for our plans for the buildable figure
category.
We invite you to remain a part of the BIONICLE universe—a universe you have
helped to build, and that we are confident that you will continue to build—in
the future. Thank you for your continued support and dedication to the BIONICLE
and LEGO brands.
With our very best regards,
Jan Faltum, Global BIONICLE Director
Lincoln Armstrong, Senior Brand Manager, BIONICLE Team Member since 2002
|
|
Message has 1 Reply:
 | | Re: Bionicle's End is Near
|
| In lugnet.technic.bionicle, Bob Parker wrote: <snip> Even as a fan of Bionicle, I can't say I am all broken up about this. It may even be past due. Hopefpully the new action figures won't be Galidor-esque. If there is a story component, it would be (...) (15 years ago, 4-Dec-09, to lugnet.technic.bionicle, FTX)
|
2 Messages in This Thread:
 
- Entire Thread on One Page:
- Nested:
All | Brief | Compact | Dots
Linear:
All | Brief | Compact
|
|
|
|
