The rapid success of Bionicle has had a major impact on the Lego company. According to Stephanie Lawrence, the global director of licensing for Lego, "We've created an evergreen franchise to complement the many event-based properties on the children's market. An increasing number of category manufacturers want to tap into the power of the BIONICLE universe, and the key for us now is to manage the excitement to stay true to the brand and the lifestyle of our core consumer." According to one source, Bionicle has changed the way children think of, and play with, LEGO products by combining "the best of LEGO building with the story telling and adventure of an action figure line," and that 85% of American boys age 6–12 know of the Bionicle brand and 45% own the toys.