At a critical time in the company’s history, we pitched an innovative idea for an original intellectual property – BIONICLE. Set in a unique visual universe, it revolved around an archetypal battle between good and evil. It was a bold move, but one that paid off as the property became a much-loved bestseller over its 10-year lifespan. It pushed the LEGO brand to the top of the industry and created tribes of dedicated fans, winning Advance the Advertising Effectiveness Award in both Denmark and the USA.
BIONICLE’s success led to us helping to develop more original properties including Hero Factory, Power Miners, Exo-Force, Ultra Agents, Knights and many more. So it was a sweet moment last year when LEGO celebrated its place as #1 toy company in the world. This latest achievement was helped by growth in the girls’ toy category fuelled by the launch of LEGO Friends, a line that we helped develop and launch as well as subsequent girls’ toy themes including LEGO Disney and LEGO DC Super Hero Girls.