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LEGO Almost Went Bankrupt. These Heroes Saved Our Bricks.

How a brain tumor inspired Bionicle, one of the most popular toys of a generation.

BY DAVID LUMB PUBLISHED: JUN 21, 2020

The Platinum Avohkii mask, a rare one- of-a-kind piece made of solid platinum purchased by Andre Hurley, who has The Bionicle Archives collection

Courtesy Andre Hurley/The Bionicle Archives

In 2003, LEGO seemed to be riding high after shrewd licensing deals brought Star Wars and Harry Potter sets to the masses. But unbeknownst to many—even those inside the company—sales were plummeting, and there were only guesses as to why.

Some blamed poor strategic choices in the 1990s—Legoland theme parks, forays into digital products—for LEGO’s hemorrhaging. All that misguided development time slashed profitability, and even Star Wars and Harry Potter sales shriveled between movie releases. It’s hard to conceive of now, but at the turn of the millennium, beloved LEGO might have been headed toward a pitiful end.

During this fallow period, one product line stood apart with startling, consistent success: Bionicle, a series of buildable action figures backed by rich worldbuilding and cross-platform promotion. Inspired by co-creator Christian Faber’s battle with a tumor at the base of his brain, the toy warriors of Bionicle wouldn’t just conquer their fictional enemies. They’d pioneer innovations that would transform LEGO and rescue the company from possible doom.

Courtesy Andre Hurley/The Bionicle Archives

Today, Christian Faber looks a bit like a Danish Paul McCartney. His youthful smile pairs well with his genial nature, which one might mistake for meekness until he starts talking about his creative projects. The 54-year-old embodies the unchecked enthusiasm you’d expect from a 28-year veteran of LEGO projects. If Faber’s long-time illness dimmed his appetite for play, you wouldn’t know it.

In 1986, Faber began working for Advance, a Copenhagen- based marketing firm that partners with LEGO. But shortly after his career began, Faber’s vision began to falter. A doctor found a benign tumor inside Faber’s pituitary gland that was impeding his sight, a condition called prolactinoma. Doctors said the tumor was maybe in the least accessible spot in the body for surgery, so they prescribed Faber daily medication to keep the tumor from growing. Among the drugs’ side effects, however, were severe nausea and dehydration, effectively sidelining Faber from social activities.

Courtesy Christian Faber

“It was the strangest mix of feelings,” Faber says. “I was happy at the job, but faced the physical and mental strain of the medicine and a long-term illness.”

Faber’s side effects attacked him hardest in the mornings, so he found most of his energy for work at night. Early in his career, Faber designed brochures for LEGO toy lines. Exposure to the different products, including the undersea-based Aquazone and the sophisticated Technic series, gave him experience with LEGO’s standards and practices—a moving target in the mid- 90s, when the rise of computers and video games pressured LEGO to move from their traditional years-long R&D cycle toward what Faber calls ‘craze products,’ toys tuned to current market tastes with a planned one-year shelf life.

The craze-products movement was rife with experimentation for LEGO, and it materialized soon after a medical breakthrough for Faber. After 10 years of daily medication, Faber’s physicians moved him on to a new treatment which, in Faber’s own words, gave him his life back. The new treatment was a regular injection scheduled just once every two weeks, allowing Faber to engage with the world relatively free from side effects. He could chase higher ambitions than brochures, and he had an idea for a new kind of LEGO toy: a sort of Bionicle precursor called Cybots.

Courtesy The LEGO Group

“I was sitting with LEGO Technic and thought I would love to build a character instead of a car,” Faber says. “I thought of this biological thing: The human body is built from small parts into a functional body just like a model. What if you got a box full of spare parts and built a living thing?”

With his assistant graphic designer Jan Kjær, Faber pitched Cybots, a line of humanoid action figures with attachable limbs and ball-and-socket joints. LEGO didn’t furbish Cybots, but they would implement Faber’s concepts in craze products like Throwbots in 1999 and RoboRiders in 2000. By 2001, LEGO was testing a line called Bone Heads of Voodoo Island—masked robots with heads that could shoot off their bodies like Rock ‘Em Sock ‘Em Robots. Most of Bionicle’s look had been seeded: masks, buildable bodies, articulate limbs.

Courtesy Andre Hurley/The Bionicle Archives

Bone Heads of Voodoo Island was a bust—focus groups demonstrated kids didn’t respond well to detachable heads—so that same year, LEGO pivoted to focus on Bionicle. The plan was to take a more holistic design approach with these new toys than with craze products, but LEGO extended that comprehensiveness to the worldbuilding around the toys, too, a new strategy for the company. Faber and LEGO design manager Martin Riber Andersen were joined by former BBC film and TV executive Bob Thompson and writer Alastair Swinnerton to refine the Voodoo Island concept and pitch a new story. Faber, fresh from working on Star Wars LEGO sets, imagined something massive.

“After being on Star Wars, I was thinking that the only thing to do from here is our own stuff, but it should be as big as Star Wars,” Faber says. “It should be a big, full universe.”

For the storyline, Faber drew on his experience with prolactinoma. To him, his every-other-week injections seemed like sending in a new wave of protectors to battle his tumor with every dose. Faber imagined this group of disease-fighters arriving on an unknown beach with no memory. The story of these warriors would be called Bionicle, a portmanteau of ‘biological chronicle.’

Courtesy The LEGO Group/Christian Faber

“We took an episodic story line but chose not to play it out in any single medium,” Thompson told Kidscreen in 2003. “We would take that story and scatter it like a paper trail through different types of media.”

Bionicle’s in-world story evolved through comics and chapter books, written in large part by Greg Farshtey of LEGO’s promotional periodical LEGO MANIA Magazine (also known as LEGO Club Magazine, but now called LEGO Life Magazine). Farshtey followed Bionicle’s story bible from the original team, but as he began accounting for character changes correlating with new toy sets, he added his own takes. By the end of Bionicle’s run in 2010, he had interwoven the story with three feature films and shepherded the comic series that, at its peak, reached almost 2 million readers per month, making it the most widely circulated monthly comic on the planet.

Courtesy Andre Hurley/The Bionicle Archives

By all accounts, Bionicle was the hit LEGO needed. In 2001, its first year on the market, the line brought in over $160 million in sales, it was declared “Most Innovative Toy of the Year” by the Toy Association.

"Flat sales and profit decline made LEGO believe the brick was passé and it needed to move to digital and virtual toys to remain relevant,” David Robertson, author of LEGO history book Brick by Brick, told Popular Mechanics. “But as Bionicle became a success, LEGO learned the difference between sufficient and necessary. It wasn't sufficient to just offer customers another box of bricks, but it was necessary. If a LEGO toy didn't have interlocking plastic pieces, consumers didn't want it. But to succeed and grow, it was necessary to embed a story in that box of pieces and tell that story through comics, books, video games, movies, and events at the LEGO Stores."

Courtesy The LEGO Group

In other words, Bionicle had all the ingredients of a fun LEGO toy, but Faber’s inspiration was key to making it a smash. “[My condition] had a direct effect on my career, and especially on the creation of Bionicle,” he says, ticking off the allegories. “A biological robot attacked by ‘illness,’ waiting for the right ‘medicine’ to arrive. Even the canisters the Toa warriors arrived in resembled the medicine capsules I had to eat every day.”

Bionicle hit its stride just as LEGO’s financials were bottoming out. While LEGO flirted with bankruptcy in 2003, Bionicle accounted for 25 percent of the company’s total revenue and 100 percent of its profits. As LEGO slashed its workforce, reduced the number of pieces it produced, and increased its range of licensing deals, Bionicle continued to diversify. Partnerships spawned. There were Bionicle-branded Nike shoes, McDonald’s Happy Meal toys, even Colgate toothbrushes. The cross-promotion paid off: By the end of Bionicle’s initial run in 2010, it sold over 190 million toys.

All the newness shook up LEGO’s tried-and-true project structure. Bionicle’s multifaceted development process blended design, marketing and engineering teams to hash out new sets, ingest market feedback, receive directives from LEGO executives, and issue their own directives to subsequent narrative and design teams. Under the new dynamic structure, development time for a new toy line at LEGO accelerated from three years to less than one. The rapidity created an exciting energy.

“We broke a lot of new ground experimenting and pushing boundaries,” Bionicle co-founder and design manager Martin Riber Andersen says. “One of the key ethos of the core team was this is a shared collaboration: We stand together. We all believed it was so in contrast to ‘the normal LEGO company’ that we might as well direct our energy to the team instead of our individual career objectives.”

Courtesy The LEGO Group

Courtesy The LEGO Group/Christian Faber

From 2003 to 2005, Bionicle was the reported top-performing LEGO toy line, but after that, sales dipped below expectations. The decline continued to 2009, when LEGO handed down word it was time to end Bionicle. The creators wrapped up the narrative in 2010, but it was hard to let go. Farshtey wrote Bionicle stories on the now-defunct BIONICLEStory.com until 2011, fans dissected the line’s mythology on BZPower forums, and custom Bionicles continued to appear. In 2016, Faber wrote to series fans: “The stories we hear and the stories we tell shape who we are and what we do ... through almost 30 years [of my career in storytelling], no story has proved this stronger than Bionicle. The fans were, are, and will be the true heroes of this ... great adventure.”

These days, you still see Bionicle at toy conventions, and the r/bioniclelego subreddit is alive and well. In fact, the front page of Reddit was graced in November 2019 with an essential, timeless question: “What is the appropriate amount of time to wait before showing your new significant other your Bionicle collection?”

The toys’ invigorating combination of articulate LEGO figures and intricate, multimedia story resonated with the LEGO company as well as fans. The brickmakers use the business strategy they honed on Bionicle with lines like Ninjago today, to great success.

"It's hard to overstate how important the Bionicle line was for LEGO,” Brick by Brick author Robertson notes. “Without the sales and profits of Bionicle in 2003 and 2004, the company would not have survived. Bionicle taught LEGO that success depended on the ability to hook kids on characters and story, and LEGO was smart enough to spread those practices throughout the company."

Courtesy Andre Hurley/The Bionicle Archives

After Bionicle, Swinnerton moved on to write children’s books and TV scripts, Andersen took on a senior position

at a European consulting agency, and Thompson founded a media production and consultancy firm. Farshtey, meanwhile, still edits LEGO’s free fan magazine. All cite Bionicle as high points in their careers.

“We should all be proud of what we achieved individually,” Thompson says. “But in my view, more important is what we did collaboratively. After all, LEGO fans are still talking about what we did with Bionicle—after two decades.”

Faber moved on from his design job at Advance in 2014 after 28 years working on LEGO. His medical journey continues to inspire his creative work, including a post-apocalyptic world he’s designing filled with adventure, danger, and a pro- environmental bent. Looking back, Faber sees the impact his illness and treatment had on the stories and projects he’s touched. Almost 20 years after co-creating the action figures that sustained LEGO through one of the darkest times in its history, talking about Bionicle still makes him reflective.

“Biology is a balance more than a battle between good and bad,” he says. “Ever since Bionicle, balance has been my goal in the stories and pictures I create.”

Courtesy The LEGO Group/Christian Faber

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