Mattel Reboots MAX STEEL

[JeffSaylor]

Teen Action Hero Returns with New Animated Series, Toys, More...

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Mattel announces that they are relaunching Max Steel, this time with an animated series to back it. The teen hero originally debuted in 1999 as a series of action figures, but the brand was pulled back domestically after the events of 9/11 (as reported by the New York Times HERE). Max Steel's relaunch will begin this March with a 26-episode animated series premiering in the U.S. on Disney XD, and a worldwide rollout in over 100 territories. The series will be supported by an online hub - MaxSteel.com - where fans will be able to view episodes. The site has been developed as an immersive experience for kids to engage in the world of Max Steel with exclusive games, video content, music and the latest information on toys and products.

"As experts in play, we know that the franchise model is no longer strictly about toy making, it's also about compelling content creation," said Tim Kilpin, general manager of Mattel Global Brands. "We developed the Max Steel storyline to be rich enough to live on any platform enabling a deeper engagement with today's multimedia kids."

In addition to a new animated series and website, Max Steel will see a mobile game, graphic novel series (through VIZ Media) and, of course, toys. Timed to Max Steel's fall season beginning in August, Mattel will launch a new line of toys that infuses team-up, turbo energy and transformation features unique to the brand. The toy line will include action figures, ride-on and die-cast vehicles, role play items and remote control products.

Max Steel Synopsis:

Max Steel is the ultimate aspirational teen hero with a secret. The story revolves around the trials and tribulations of a teenaged boy named Maxwell McGrath and his out-of-this-world alien companion, Steel. Both have super strengths and powers, Max with Turbo energy and Steel with alien intellect. When they combine forces to create Max Steel, the ultimate superhero is unleashed — unlocking their inner heroes. The series draws upon turbo-charged teamwork, laughter and friendship to help kids overcome life's obstacles — from the everyday, to the out-of-this-world.

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