Since the late 70s toy lines have been able to become massive franchises and their own IPs. Stuff like Transformers, GI Joe, He Man, My Little Pony, and 90s anime card games. All of these toy lines had massive multimedia marketing, something Bionicle copied to its success.
Since Bionicle ended I dont think I have seen a toy line utilize marketing to such a great extent, or become as big a Bionicle did. Licensed IPs seem to be the big sellers for toy lines nowadays. Does anyone else agree with me or have other thoughts about this?