LEGO Bionicle: How LEGO told a story and sold a toy

This case is the unique tale of how turning a toy into a story highly increased the emotional bonding to a product and how an integrated marketing campaign made it possible to tell that story through a broad media mix and movie-like execution. The results were that Bionicle far exceeded all 2001 to 2003 objectives. It generated 85% more in sales than budgeted in its first year, recouping marketing investment several times over, reached a sales/spend ratio of 14:1 in its second year on the market - a tripling from year one, built a strong IP and dramatically impacted LEGO brand inventory