Citations › Citation ID: 93

C93. BOOK: David C. Robertson, Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry (Crown, 2013), p. 157-158.

Bionicle was far from an overnight success. It took nearly five years and many trial-and-error experiments to bring the line to life. The toy evolved from an idea to a real-world product largely because its development team was tenacious enough to keep grinding away at a challenging problem: how to keep kids who had outgrown LEGO System sets (such as City) from abandoning the LEGO brand before they were old enough and skilled enough to take on the more challenging LEGO Technic line of products.

Bionicle was designed to keep kids engaged and bridge the gap from System to Technic sets.