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Lego made it evident that Bionicle wasn’t just a toy; it was a fully immersive experience. Each canister included snippets of lore, instruction manuals, and even mini CDs filled with content, while comics and trading cards broadened the storyline. Additionally, McDonald’s promotions and online games drew even more children into the Bionicle universe.
Bionicle quickly achieved blockbuster status, becoming one of the top-selling toys by Christmas 2001. The success continued into 2002 with the introduction of the Bohrok, enhancing the adversary roster for the TOA. This strategy of reintroducing themes with slight modifications was a masterstroke that kept interest alive.