Citations › Citation ID: 97

C97. BOOK: David C. Robertson, Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry (Crown, 2013), p. 153.

The Bionicle story actually arcs back to the summer of 1999, when a development team from LEGO visited the offices of Advance, a Copenhagen-based advertising agency, with a concept for a decidedly different line of LEGO toys. Initially titled Voodoo Heads, the line of exotic action figures was to be targeted at what industry insiders call the “craze category”: flash-in-the-pan toys that strike it hot for a season and then flame out. The plan was to package Voodoo Heads in plastic canisters and sell them for less than $10.

Voodoo Heads was the name given to the product line which evolved into Bionicle. - Ball Joint w/ Axle Hole, 1-Side (Part 32474) was internally called a "Voodoo Ball".