However, the Bionicle line soon became the "biggest of the recent hits" and the number one product of Lego in 2003. The series made its first debut in virtual form on the web in December 2000. In 2004, the sets accounted for approximately all of Lego's turnover. As the sets were produced, Lego developed them on the sets' website through "character bios and an episodic adventure game." The main storyline is developed by a team of eight people around the world, who decide "which media gets which bit of the story." Because the Bionicle story is told through multiple media (books, comics, and movies), the purpose of the website is to put the different parts together. The practice of making every Bionicle product "from toys to toothbrushes" promote the website resulted in web traffic averaging more than a million page views per month in August 2004. Another strategy used to promote the website was the use of "Kanoka points". Each toy packaging had special access codes that allows users to earn the points ("the Bionicle equivalent of a loyalty scheme") that can be used to play web games.
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