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[Tv] Mattel Launches New Entertainment Franchise Max Steel
Posted by Joseph Lee on 01.28.2013



Superhero Hype reports that Mattel is launching a new entertainment franchise based around Max Steel that will include a TV show, website, toys and more.

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

Max Steel has been around for a while, and over the past decade has grown in Latin American markets as the #1 boys brand. Here's a breakdown of the franchise:

Animated TV series: The show will be co-produced by Mattel and FremantleMedia Enterprises and will premiere n March 25 in the US on Disney XD. There will be 26 episodes for the first season. It will then hit over 100 territories worldwide including Australia, New Zealand, India, China, Hong Kong, Central and Eastern Europe, South and Sub-Saharan Africa, the Middle East and Turkey, France, Italy, Spain and more.

Online content: Fans will be able to watch episodes online at MaxSteel.com and DisneyXD.com. The website will go live in March for the series premiere. It will include exclusive games, video content, music and the latest information on toys and products.

Mobile gaming: There will be a Max Steel side-scrolling action-adventure game for iOS and Android devices. It will include codes to unlock exclusive content.

Toys and consumer products: Starting in August, Mattel will launch new toys that include team-up, turbo energy and transformation features unique to the brand. It will include action figures, ride-on and die-cast vehicles, role play items and remote control products.

Publishing: In North America, the UK, Australia and New Zealand, Mattel is working with VIZ Media (the largest distributor of anime and manga in North America) for an original Max Steel graphic novel series. It will begin in Fall 2013 under the VIZ Kids imprint.

Doug Wadleigh, senior vice president of global brands marketing strategy for Mattel, said: "Max Steel is an immersive boys franchise that brings a positive and relatable role model to kids, and is supported by a captivating storyline, allowing them to unlock their own inner superhero."

Here's a 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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