Hero Factory is the successor to The LEGO Company's BIONICLE toy range.
4T2 was commissioned to produce an online game to promote a new range of figures released in 2011. However for this campaign LEGO adopted a different marketing strategy. The game content becomes a direct purchase incentive instead of an advertising medium. Visitors to the Hero Factory website can enter a unique code that is found inside the canister lids of LEGO products in the range. This unlocks a special reward: one of six "Creep Crusher" games, relating to the character they have just spent their pocket money on. Children can go back and play as often as they like by accessing their HeroPad - the utility used to launch the content online. The game focuses on humour and fun, whilst giving children the opportunity to save the day by defeating the evil Firelord. It's basically a cross between Castle Crashers and Double Dragon, with added teddy bears.