LEGO Hero Factory
Co-created a brand new IP from scratch to replace one of LEGO's most successful toy lines; building the story, characters and buildable action figure line into a five-year franchise spanning global campaigns, podcast, TV series and DVD movies.
Creative & Content Strategy • Campaign Development • Game Creation • TV & Film Story Development
The Brief
Create the replacement for LEGO's hugely successful Bionicle toy series, while expanding what the buildable action figure (BAF) format was capable of.
The Problem
The Bionicle BAF series had built a passionate fanbase over its run, but it had also become dense and steeped in its own mythology. It was a world that rewarded long-term fans but felt closed off to newer, younger audiences.
At the same time, LEGO's buildable action figure team wanted a new IP that could properly showcase what the format itself could do.
LEGO Hero Factory Launch Trailer | Concept • Script • Production
The Solution
Working with my art director Christian Faber, co-creator of Bionicle, I developed the Hero Factory IP from the ground up.
Together we built the story bible, universe and character development, and took creative ownership of the original release and subsequent toy series and campaign launches. My own involvement spanned releases from 2010-13.
LEGO Hero Factory TVC | Concept • Script • Production
We devised and executed the global campaign strategy across TVCs, print, OOH and in-store, and pioneered children's podcast content with the 12-episode Hero Factory FM, of which I wrote and co-produced all 12 episodes. This was an unusual but successful format choice for a toy campaign at the time.
I also advised 4T2 Multimedia on the creation of the Hero Factory web game, which went on to win New Media Age's Grand Prix and a DADI award.
Beyond the campaign itself, I served as story team advisor to the screenwriters behind the Hero Factory TV series and DVD movies, helping keep the wider franchise consistent with the universe we'd built.
The Outcome
Grand Prix, New Media Age 2012
Best Interactive Entertainment Website, DADI 2012
With concept and development commencing in 2008, Hero Factory launched in 2010 and ran for five years, spawning a TV series and multiple DVD movies
Hero Factory became a permanent attraction at Legoland Deutschland
Still fondly remembered by fans well over a decade later, with an active community, many of whom would love a revival
