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At the end of Bionicle, the fans of Bionicle seemed to sort themselves out into the following three trends: There were people who were into the sets (constraction figures) but didn't really want to try to figure out Bionicle's complex story. There were people who were into the story and followed it, but didn't buy as many sets. (Or none at all!) There were people (mostly young kids) who thought that the Technicish figures of Bionicle and the complex story of Bionicle were above their heads. This above is something that I observed, although it does have a theorectical element. And there are exceptions to ALL of these rules. The point was that a lot of people tended to swing toward one of these trends. I theorize that Lego's reaction to this was to create three separate lines in response to these three groups. Hero Factory has constraction figures as its primary staple, and has a simple story, just enough for the creative roleplayer but eschewing the complications. Ninjago has the complex story, capitalizing on fan loyalty so much that the large fan crowd convinced Lego to bring it back. But it has system sets, which aims off of what Bionicle was supposed to do - introduce kids to system. Chima appeals to the little kids with it's markedly little kid and easy to get story, while doing system and simple constraction sets little kids will get. That's my theory - knock it down.
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