>>9228761I also had another idea in lieu of the QR code thing that's a bit more ambitious but would probably work better. Instead of QR codes you'd have a "rune" or some kind of symbol on the cards that you scan with a phone app (similar to how the Vidiyo tiles work). This app would essentially be a digital "map" of the current lore. The rune would take you to the specific page for that character/item. All or most pages would be accessible from the get-go, but maybe using the rune would unlock something special for that character. There could also be some kind of points system for scanning them, similar to the Kanoka club points you got from the canister codes.
It would sort of be like an interactive encyclopedia, although I wouldn't necessarily use that word since I don't think it should have a lot of text. Frankly I think kids would be bored if they have to read a lot, and there are more ways to establish a setting than through writing. Think of it as the multimedia experience that early Bionicle was (commercials, web animations, games, magazines, comics, etc.) but all in one place. Lots of interactive features would be ideal, such as interactive maps, digital instructions (in case you lose the paper copy that comes with the set, as well as combiner models), and a page to track your Kanohi collection.
As part of the whole "your character is part of the story" thing, another potential idea is being able to create your own bio page for your character. Probably something that has a pre-formatted description that you can fill in Mad Libs-style, like "[Name] is a [Toa/Matoran/ect] of [Element] from [Location]". Then you'd be able to attach an image of your MOC and share it with others on the app (I know Lego might not want to have photo sharing, but I'm pretty sure even the Vidiyo app has that feature).
These are just a few ideas for the app; I'm sure there are plenty of other features that would work. And of course it would be updated with each wave of sets/lore.