Wednesday, November 25, 2009

Bionicle Is Over

It's true. The Stars are the last sets for BIONICLE. Read this letter.

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

Gresh96

24 comments:

  1. Hi! I am following this blog for my brother, who is a bionicle nut... he just doesn't want to make is own blogger account.

    That is a real bummer about the Bionicle series ending. I hear that "Ben Ten" might replace the Bionicle series. I do think, though, that the Bionicle Stars are really cool.

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  2. Ben 10 is not going to replace it, if they do I will never like lego again, and They will probably have more bionicles, just they arent called bionicles. Either way I am having a custom series released but it will take me atleast a year to come up with how to build the people and how to come up with a new line. I have the proto's already. I need 5 other group memebers. anyone care to join me?

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  3. I will join mechvorax09! Exactly what are you doing though?

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  4. mechvorax what should we call the things? Bionicle still?

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  5. i might get some parts that are like bionicle as a series.

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  6. Bionicle is not I REPEAT NOT, going down without a fight. We all need to brain storm. We all need to think of ideas. We all need to SPAM LEGO'S EMAIL WITH IDEAS!!! We can do this. We can do this.

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  7. yea bros im totaly with ya. bionicle is more than just toys they r a part of thousands of peoples lives, n i think its selfish that lego is stopping it, im with ya mechvorax 09, 100 percent!!

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  8. ok guys bionicle will live on the story will not be ended because Lego is being selfish. We will continue it

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  9. Get a keylogger, if you do that you can spam lego without a doubt, and gresh96, they are from the new series or custom series "bionicle dark ages" we all get why it is dark ages right?

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  10. mechvorax. i invited you to a blog i made for the bionicle dark ages.

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  11. I guess that if they let the story continue we can still make MoC's of the new characters. I just miss the good time in 2006.

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  12. i'll join with you Mechvorax on your custom series

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  13. lego is INSANE,Bionicle is 8 years old!

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  14. 8 years is too young to go!
    Toa-tally!
    Get it?

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  15. dear Mechvorax09, I'm in. What do I need to do?

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  16. WAT... THE... HEL!!!!!!!!!!!!!!!!!

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  17. mechvorax09,i am totally with ya.I also agree with legodude700 we should start an online riot at bzpower!anybody with me?

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  19. Wow, I can not belive it. The only joy of toys a had in my entire life gone! Why would you do this LEGO? You took away your most proffited items! Do you really think that we are just going to stand by and let this happen? I really used to like LEGO but it was ONLY for your BIONICLES. This means War LEGO and belive me I KNOW how to start one!

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  20. Guys go to this link if you want to help fight for BIONICLE! And I will not quit like that mech guy....

    http://bioniclesaviors.blogspot.com/

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