Following nine successful years of Bionicle, Hero Factory is a brand new concept in the buildable action figure category, backed with a campaign including TV, sponsorship and a nationwide road show.
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The concept is a simple storyline – the galaxy’s one-stop shop for the effective elimination of evil. The Hero Factory designs, builds and dispatches robot heroes to fight villains, solve crises and restore peace across the universe.

The pocket money price point products come in specially designed packaging and the large assortment of heroes work to drive purchase frequency and collectibility.


There will be a TV campaign starting in August and running until the first week of November to create awareness from launch.

The campaign is targeted at six to nine year-old boys, will be showing on all children’s TV channels and consists of 610 TVRs

There will also be press wraps, magazine inserts, email and viral video to raise awareness of the brand and supporting events.


A sponsorship deal has been negotiated with Nickelodeon to include sponsorship of the newly launched Nick Toons weekend strand from 7 to 10am. The new strand will be showing programmes including Avatar, Gormiti, Super Hero Squad and Transformers. The sponsorship includes idents and break bumpers, which will showcase the Hero Factory characters, the factory and the missions. The campaign will be on air from October onwards.

In addition to this, in a first for Lego, four 22-minute CGI animated Hero Factory cartoons have also been planned to appear in October.


Working with Egmont Publishing and DC Thompson, creative activity from August to November has been negotiated in Toxic, The Beano and Beano Max magazines, including a series of advertorials, posters, full-page competitions and themed interactive puzzles and feature scenes, to deliver an impactful campaign at launch with lasting momentum for the brand.

A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, showcasing the Hero Factory concept across kids’ media and dedicated kids’ pages in the national and consumer press. New media assets will also be uploaded to key social networking sites to enhance brand visibility across all age groups.


A roadshow has been planned for the August launch, with a 20ft trailer at The Trafford Centre, Manchester and Legoland, Windsor, inviting children and their parents inside to discover the Hero Factory world. The trailer will be designed to reflect the ‘they are amongst us’ theme and will include interactive play elements. Prior to the roadshows, a stunt will take place at each location in order to create interest and mystery and incorporate a mechanic whereby consumers can retrieve a special edition Hero Factory prize to be claimed at the forthcoming roadshow.


Retail marketing will focus on Hero Factory takeovers in store and online from launch. This will involve additional space through FSDUs and pallet displays. Creating additional awareness with posters, banners and radio ads. There will also be an opportunity for kids to get their photo taken with a life-size cut out of Preston Stormer – the leader of the Heroes.




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