Bionicle
In the aftermath of the financial crisis of the late 90’s, LEGO launched a new line of toys in the early 2000’s called Bionicle.
The Bionicle multi-arc story is told across a TV series, movies, online games and comics. The unique elements of the story are played out in each medium and drive fans to engage in additional story points in other mediums.
Toys of the line also contain special points which allow fans to connect toy play with online exclusives.
What made Bionicle unique at the time was that the story unfolded across multiple mediums. Fans could engage with the story when and how they wanted which is a pillar of transmedia storytelling.
When it was released Bionicle was named toy of year and had first year sales of $161.7 million.
Sources: Building blocks for the future (Guardian Article), How transmedia made Lego the most powerful brand in the world.