I helped launch the original Hexbug Nano toy. We created an online experience where you could unlock your Nano by using a code that came in the package. We created a series of online games that you could then play your collection of Nanos. The site included a leaderboard and unlock able achievements.
A special cryptic code was printed on every Nano, which would could be entered into the site to unlock your Nano's special powers.
The Hexbugs became one of the top toys of the year.