The third wave of Hero Factory sets was released in mid-2011, further expanding the new building system. LEGO Design byME also added a Hero Factory category of parts and four Hero Factory-based starter models to the LEGO Design byME mode of LEGO Digital Designer. In April the Hero Recon Team website was launched, allowing users to design and purchase Heroes with this new building system as part of the LEGO Design byME service. The line was named "Ordeal of Fire", and featured less sets overall than the previous wave. In early 2011, a new wave of Hero Factory sets premiered, with a new design and new structural parts emphasizing a building system based on ball and socket joints. Later that year, the website was finalized when a full update was released in July. The Hero Factory website was first released on May 10, 2010, helmed by webmaster Kelly McKiernan. The Heroes, the primary focus of the line, were made more affordable in order to increase sales. The line breaks the traditional BIONICLE set release structure, with smaller hero sets released concurrently with larger villain sets rather than as separate waves of similarly-sized sets. Each Hero Factory set in the first wave was marked with an emblem reading "From the Makers of BIONICLE Characters" as a way to keep the line familiar to BIONICLE fans. Hero Factory was officially released in the second half of 2010. Sets in the Hero Factory line, while simpler than previous BIONICLE ones, utilize similar pieces and styles to BIONICLE.
Releases were planned for every six months in order to avoid drawing out the story, a perceived failure of the BIONICLE line. The Hero Factory sets were designed to be smaller and simpler than the previous BIONICLE ones, and the story was made into an episodic format, with single stories not connected to one another. The Hero Factory line was conceived by the LEGO Group in 2009 prior to the cancellation of the BIONICLE series as a way to attract younger children to the constructible action figure line and renew interest.
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