MaxSteel
Consumer Products

Mattel makes heavy push for Max Steel franchise

Mattel's Max Steel brand is back in full force thanks to an all-new multi platform campaign that includes an animated TV series on Disney XD US, a website, mobile games, graphic novels and a range of consumer products.
January 28, 2013

Mattel’s Max Steel brand is back in full force thanks to an all-new multi platform campaign that includes an animated TV series on Disney XD US, a website, mobile games, graphic novels and a range of consumer products.

The boys’ action brand was first introduced to the US in 1999 as a toy line and has since found staying power in Latin America. The brand will make its US return in March as a TV series that will subsequently air in more than 100 global markets. The series is co-produced by Mattel and FremantleMedia Enterprises, which manages worldwide distribution of the series (excluding USA), as well as global home entertainment rights.

Accompanying the TV series will be a new online hub at MaxSteel.com, which will go live in March timed to the series premiere. The site will also feature games, music and new information on toys and products. A corresponding iOS and Android app will also allow the content to be taken on the go. Beginning in August, Mattel will launch a new line of toys that will include action figures, ride-on and die-cast vehicles, role play items and remote control products.

On the publishing front, Mattel has partnered with anime and manga distributor VIZ Media for North America, UK, Australia and New Zealand. As part of the collaboration, VIZ Media will develop and publish a Max Steel-original graphic novel series, which will launch in Fall 2013 under VIZ’s kids imprint.

The company says the Max Steel storyline – which revolves around the trials and tribulations of a teenaged boy named Maxwell McGrath and his out-of-this-world alien companion, Steel – was developed with multiple platforms in mind in order to cater to today’s multimedia-savvy kids.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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