Innovation is one of the key factors that resulted in the success of the LEGO Company. Innovative new products promote a constant interest of children; this allows sales to be constantly endorsed. Created in 2003, Bionicle is one of the most revolutionary products from LEGO as it became the turning point in the company’s innovative products. It was dubbed by The Guardian in an article by Widdicombe (2004) as “the biggest of the recent hits, and number one Lego product in 2003”. The Company realize that it is able to not only branch out of the construction toy category but also make an immense amount of profit in the role playing toy category. Goodley (2011) reported that the UK managing director Marko Ilincic was proud to announce the company enjoyed phenomenal sales during that year and was astounded to see the sustaining growth of it classic product lines, namely LEGO Star Wars and LEGO City. Due to idea originality aligned with the current trend of the market has enabled the company to boost it sales with its ground-breaking products.
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