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While all those things you mentioned are definitely a big part of Bionicle, I'd have to say the story. Bionicle is essentially a collection of the legends and stories of many characters. Think about it: how many people who are into Bionicle stopped buying the sets, but continued following the story? I know I did. Around 2006 is when I stopped collecting, but I religiously kept up with the lore. Mata Nui Online Game is arguably the most iconic thing Bionicle ever produced, and while yes, it was made to sell sets, one of the reasons it's so beloved is because of the great world building it did.

OH MY GINGERSNAPS, I let it slip! So sorry! Happy belated birthday from the cookie crew to you!