NEW YORK — In its biggest product launch ever, Lego Systems Inc. introduced at the International Toy Fair its legend of a mysterious island that has fallen under a dark shadow.
The Bionicle set features villagers, their leaders and heroes, all made of ABS "firm enough to hold their shape, but soft enough to take apart," spokeswoman Melinda Carter said at the New York show. Comic books, trading cards and techno-music for Bionicle.com have been subcontracted.
In April, Lego's Life on Mars 2 mini-alien figures will be sent to the International Space Station in another major marketing effort sponsored in part by the National Aeronautics and Space Administration. The figures will be awarded in a contest when they return from space.
Most of Lego's products are made of injection molded ABS. Packaging, distribution, marketing and sales for business in the Americas are handled at its one U.S. site, in Enfield, Conn.