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LEGOS: Bionicle Adventures, Science Fantasy, Toys And Plastic Bricks
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Published: June 19, 2007
From behind their veil of plastic bricks, LEGO emerges beyond their traditional toys into a realm of science fantasy with their Bionicle Adventures. What started as traditional LEGO plastic bricks has emerged into a book series, two CGI motion pictures, and a video game franchise that crosses multiple gaming systems. It was in June of 2001 that LEGO launched its science fantasy plastic bricks set of Bionicle Adventures onto the market, which has resulted in the highest grossing single side project for the Danish company.
While many companies will create movies or video games first, and produce the toys second, Bionicle Adventures breaks the mold by working the equation in reverse.
The premise of the Bionicle Adventures is set against a freedom quest located miles beneath the waves on the ocean floor. The characters in Bionicle Adventures are just that, Bionicle robots who in hopes of escaping their imprisonment from the ocean depths must acquire a long lost mask that will free them from their submerged cell. The exciting science fantasy story brings LEGO realm into a setting never explored: beneath the ocean. As LEGO has previously capitalized on pirates, space battle and even sea fairing tales, Bionicle Adventures opens a whole new underwater world for the company to build upon.
With the Bionicle Adventures project moving direct-to-DVD films, GameBoy, X-Box and Playstation game systems, LEGO seems to be leaving the old toys in the closet and embracing the interests of the 21st century youth. Granted, the company has a diverse line of Bionicle Adventures plastic bricks sets, but the money lies in digital media. This is a significant turning point for a company who has since 1932 constructed building blocks for children to use their imagination and create worlds of their own. Will the advent of accessible digital media and the success of the Bionicle Adventures line mark the timeline of LEGO moving away from tangible toys? Are the iconic plastic bricks a trend that will simmer and fade as a new generation plays more computer games than Cowboys and Indians?
One thing is for sure, the success of the Bionicle Adventures will have LEGO searching for new ideas that will transcend both the digital and physical world. After all if it is not broken, why fix it? Perhaps wisdom is coming with age for this 65 year-old company. The marriage of the old with the new solidifies LEGO as a veritable force in the toy industry. By producing a book series (ten have been published thus far), video games and movies, LEGO has proved that they are not only manufacturing plastic bricks, but building their own success. With their sights set on a submerged horizon, the company is getting their first taste of multi-marketing with Bionicle Adventures, proving that even saltwater can taste sweet.
Sources:
Bionicle. LEGO.com. 2007. The LEGO Group. 14 June 2007. http://bionicle.lego.com/en-us/Default.aspx.
List of Bionicle Media. Wikipedia. 2007. Answers.com. 14 June 2007.
http://www.answers.com/topic/list-of-bionicle-me dia
Bionicle Adventures.Scholastic. 1996-2007. Scholastic Inc. 14 June 2007.
http://www.scholastic.com/kids/bionicle/adventur es.htm
The premise of the Bionicle Adventures is set against a freedom quest located miles beneath the waves on the ocean floor. The characters in Bionicle Adventures are just that, Bionicle robots who in hopes of escaping their imprisonment from the ocean depths must acquire a long lost mask that will free them from their submerged cell. The exciting science fantasy story brings LEGO realm into a setting never explored: beneath the ocean. As LEGO has previously capitalized on pirates, space battle and even sea fairing tales, Bionicle Adventures opens a whole new underwater world for the company to build upon.
With the Bionicle Adventures project moving direct-to-DVD films, GameBoy, X-Box and Playstation game systems, LEGO seems to be leaving the old toys in the closet and embracing the interests of the 21st century youth. Granted, the company has a diverse line of Bionicle Adventures plastic bricks sets, but the money lies in digital media. This is a significant turning point for a company who has since 1932 constructed building blocks for children to use their imagination and create worlds of their own. Will the advent of accessible digital media and the success of the Bionicle Adventures line mark the timeline of LEGO moving away from tangible toys? Are the iconic plastic bricks a trend that will simmer and fade as a new generation plays more computer games than Cowboys and Indians?
One thing is for sure, the success of the Bionicle Adventures will have LEGO searching for new ideas that will transcend both the digital and physical world. After all if it is not broken, why fix it? Perhaps wisdom is coming with age for this 65 year-old company. The marriage of the old with the new solidifies LEGO as a veritable force in the toy industry. By producing a book series (ten have been published thus far), video games and movies, LEGO has proved that they are not only manufacturing plastic bricks, but building their own success. With their sights set on a submerged horizon, the company is getting their first taste of multi-marketing with Bionicle Adventures, proving that even saltwater can taste sweet.
Sources:
Bionicle. LEGO.com. 2007. The LEGO Group. 14 June 2007. http://bionicle.lego.com/en-us/Default.aspx.
List of Bionicle Media. Wikipedia. 2007. Answers.com. 14 June 2007.
http://www.answers.com/topic/list-of-bionicle-me dia
Bionicle Adventures.Scholastic. 1996-2007. Scholastic Inc. 14 June 2007.
http://www.scholastic.com/kids/bionicle/adventur es.htm
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