LEGO Media gives Bionicles screen legs

LEGO's strategy of using multiple media outlets to build a consumer base for Bionicles well before the action figures launched at retail in August 2001 has been a rollicking success. Bolstered by a web series outlining the toys' backstory that is attracting around 600,000 unique visitors a month, a special-edition comic book that shipped to 1.8 million kids with LEGO magazine in May and June 2001, and a September 2001 McDonald's QSR deal, Bionicles toys outsold every other action figure line in the U.S. between August and November 2001.
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April 1, 2002

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