Although short lived, Slizer/Throwbots and RoboRiders proved popular, prompting Lego to create yet another story-oriented theme. Conceived to run for one year, it was later decided that it would run continuously as a staple to their line-up of themes with the prospect of lasting at least twenty years. Along with a number of other concepts, "BoneHeads of Voodoo Island" was brainstormed by Lego employees Bob Thompson and Martin Riber Andersen, and Art Director of Advance (a creative advertising agency) Christian Faber, from a brief by Erik Kramer and sent to outside writers. The names "BioKnights" and "Afterman" were also considered prior to the finalization of the brand. One of the writers who received it was Alastair Swinnerton. He rewrote the concept and sent it back to Thompson, and was later invited to pitch it to the Lego Group at their headquarters in Billund, Denmark. The revised concept was well received by Lego, and Swinnerton was commissioned to expand his initial pitch into a full 'bible'. On his second visit to Billund, the project was given approval and entitled "Bionicle" at an internal Lego meeting (a portmanteau constructed from the words "biological chronicle").