[SilverOptimus]

“Wrong move Hasbro!” that’s what came to my mind when I saw that Mattel’s Max Steel is returning next year. For those who knew the line 10 years back (from 2000 to 2002 in Europe) knows it as a rival brand to G. I. Joe; with figures, vehicles etc.

A new Max Steel toy line seems to be arriving next year and could give the G. I. Joe: Retaliation toy sales (which were pushed from 2012 release to a 2013 release) a run for its money.

This piece of news is coming from the October 2012 Issue of Toy News Magazine (attached images).

[snake5289]

Those toys were my childhood. I'd wake up early every Friday before school to watch the show.

[SilverOptimus]

Quote:

Originally Posted by snake5289

Those toys were my childhood. I'd wake up early every Friday before school to watch the show.

There is a very good chance that this return of Max Steel will become the next Ben10.

[avcprime]

yeah for some reason it was very popular outside the US. I went to Mexico and it was huge when in America it was not even on tv anymore.

[behindthemask]

Cool make some decent toys, based on the images, looks like Ironman suit meets Tron.

[JayMoriarty]

So are the toys going to be Barbie sized again? I remember wanting to buy the first line as a kid and constantly getting asked by my parents why I was buying Barbies...

[Talisman]

This will be interesting to see. I remember this and the revived Action Man being on TV (on dueling stations- KidsWB and Fox Kids, respectively) and I enjoyed both immensely, although I was turned off by the "Barbie-like" toys.

Quote:

Originally Posted by JayMoriarty

So are the toys going to be Barbie sized again? I remember wanting to buy the first line as a kid and constantly getting asked by my parents why I was buying Barbies...

Possibly, but there's also a good likelihood of it being a 3-3/4" line as well, since that's the route everyone has been taking lately.

[FaustX]

Not loving the character designs I've seen so far, but will reserve judgment until the greater reveal.

[Lody666]

So they dumped Thundercats for Max Steel

Sounds like a good move

(sarcasm button ON)

[Talisman]

Quote:

Originally Posted by Lody666

So they dumped Thundercats for Max Steel

Sounds like a good move

(sarcasm button ON)

Thundercats was Bandai, as I recall.

[Lody666]

Quote:

Originally Posted by Talisman

Thundercats was Bandai, as I recall.

I thought it said Bandai was doing Max Steel

Didn't I perhaps misquote that?

[gatchagrey]

i would not get your hopes up to high...no where does this say that max steel is coming to north america... i have seen info about the show coming to south and central america via cartoon network and this is a european toy show...

also max steel is a Mattel property ...

as for the new show it is being done by nerd corps which are the people who did dragon booster and battleforce 5....so i would expect something similar

[Yobuster]

Yeah i think Max Steel was big in Europe but you could have found the toys in Europe or Asia. I don't recall them being sold in North America.

I wonder if they are going to stick to the 12in format or something else.

[Snowflakian]

If they come out with some badass 3.75'' figures I'll buy a couple.

Otherwise if they stick to 12'' dolls, I'll skip. Also since this is mattel, I'll be paying attention to articulation. Not touching these if they have GL movie articulation or batman movie articulation.

[SilverOptimus]

Press Release recieved from Mattel today...

Quote:

MATTEL LAUNCHES NEW GLOBAL ENTERTAINMENT FRANCHISE MAX STEEL™

New Multi-Platform Venture Will Feature Animated Superhero TV Series Broadcast in More Than 100 Global Markets, Turbo-Charged Online Content Hub and Robust Toy and Consumer Products Line

EL SEGUNDO, Calif.--(BUSINESS WIRE)-- Max Steel™, a wholly-owned intellectual property from Mattel, makes its global debut in March with an animated superhero series premiere on Disney XD in the United States and globally on major network operators. The multi-platform action-adventure entertainment franchise will also introduce a dynamic web destination, featuring rich content, including interactive gameplay. Additional property support includes a suite of products, spanning action figures, vehicles, role play items and a diverse line of consumer products available summer 2013.

"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."

For the past decade, Max Steel entertainment, toys and consumer products have successfully grown in Latin America, emerging as the No. 1 boys brand*. Leveraging this success as a framework, Mattel is expanding the brand globally:

Animated TV Series: Co-produced by Mattel and FremantleMedia Enterprises (FME) — one of the world's largest and most successful creators, producers and distributors of content — the Max Steel CGI animated series premieres March 25 in the U.S. on Disney XD, a leading kids entertainment network. The 26-episode series will then roll out in more than 100 territories globally, 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. FME manages worldwide distribution of the series (excluding USA), as well as global home entertainment rights.

Online content hub: Fans will be able to view episodes online at MaxSteel.com, which will go live in March timed to the series premiere, as well as on DisneyXD.com. 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.

Mobile gaming: The Max Steel side scrolling action adventure game allows kids to experience the Max Steel story on their iOS or Android device. The mobile game will include codes to unlock exclusive content on the platform.

Toys and consumer products: 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.

Publishing: In North America, UK, Australia and New Zealand, Mattel has partnered with VIZ Media, LLC, the largest distributor and licensor of anime and manga (Japanese-themed comics) in North America. As part of the collaboration, VIZ Media will develop and publish a Max Steel original graphic novel series. The graphic novel series will launch in Fall 2013 under VIZ's kids imprint.

"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," said Doug Wadleigh, senior vice president, global brands marketing strategy, Mattel.

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.
About Max Steel

Developed by Mattel, Inc., Max Steel is an immersive franchise that brings a positive and relatable superhero to kids, supported by a captivating storyline and compelling multi-platform content for today's tech-forward kid. Featuring an animated superhero series, Max Steel draws upon turbo-charged teamwork, laughter and friendship to help kids overcome life's obstacles — from the everyday, to the out-of-this-world. With worldwide distribution partners, the franchise launches include content and a robust portfolio spanning toys, digital platforms and consumer products. For more information, visit Max Steel

About Mattel

Mattel, Inc. (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens" and the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs nearly 30,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play." Visit us at Mattel.com - The Future of PLAY!, follow us on Facebook www.facebook.com/mattel or Twitter @Mattel.

About FremantleMedia and FremantleMedia Enterprises

FremantleMedia is one of the leading creators and producers of television entertainment brands in the world. FremantleMedia is part of RTL Group, the leading European entertainment network, which is in turn 92 percent owned by the international media company Bertelsmann. FremantleMedia's worldwide production arm is responsible for many of the world's highest rated prime time entertainment, drama, serial drama and factual entertainment programmes. FremantleMedia Enterprises is the brand extension arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment around the world. The FremantleMedia Group (which includes FremantleMedia North America, UFA, FremantleMedia UK, FremantleMedia Australia, Ludia, @radical.media and Original Productions, amongst others) has operations in 22 countries, one of the most comprehensive global networks, creating over 9,200 hours of programming a year, rolling out more than 60 formats and managing over 300 individual titles. FremantleMedia has some of the world's most sought after and long running formats in its catalogue, and globally produces such programmes as: Idols (co-produced with 19 Productions in the US), Hole In The Wall, Got Talent (co-produced with Syco in the UK and the US), The X Factor (co-produced with Syco in the UK and the US), Take Me Out, Family Feud, The Price is Right, Farmer Wants A Wife, Gute Zeiten Schlechte Zeiten, and Neighbours. FremantleMedia

About FME Kids & Family Entertainment

FME Kids & Family Entertainment division was founded in 2009 and has quickly become a worldwide leader in the family entertainment business. With 15 titles in production in collaboration with top producers on four continents, FME Kids & Family Entertainment is already one of the most prolific independent producers and distributors of content in the sector today. Its growing portfolio of content spans across four key genres: preschool, kids comedy, action/adventure and tween/teen fare. FME Kids & Family Entertainment is bringing to networks around the world innovative and exciting shows for television and new media platforms in live-action, 2D animation, CGI, stop-motion, puppetry and real-time animation with programming targeting demographics ranging in scope from preschool through high school.

*Max Steel emerging as No. 1 Boys Brand in Latin America (Nielsen 2011)

MAT-W

[N7 Shadow SR2]

GOING TURBO IN 2013









going on clearance in 2014

[bmorr]

Is it based on the CG1 cartoon from the late 90s? Wasnt a bad show.

[dragon]

i dont know who actor name is but i knwo they got guy who played spiderman in one of the spiderman animated series spectaclaur spiderman voice for peter parker is close to max steel. looks tron in modern world weird

[Brownfinger]

His aversion to cake is a big strike against him.

[Paxtin]

I like the animation. Lots of life to it. The overall show looks kinda cornball, though.

This might be me just being a tad ranty,(That's not a word.) but I think the whole "teen hero with a secret" thing is really played out. *Cough-Spiderman-Cough* It'd be a lot more interesting and original, I think, if Max actually became a public figure, and as such a teen idol of sorts. There's all sorts of interesting character development you could do with that over just another "No one can find out I'm a superhero" narrative.

Quote:

Originally Posted by Brownfinger

His aversion to cake is a big strike against him.

Maybe he's gluten intolerant.

[Ravenxl7]

Not to offend those that are looking forward to this, or have a connection to it through nostalgia, but...that looks INCREDIBLY lame. That animation is absolute shit, and the whole concept just...comes off like a big rip-off of something else. No idea what, it just seems that way to me. With Mattell involved, I can't imagine the toy-line being anything but a huge failure, like everything else they've ever been involved with.

[Paxtin]

Quote:

Originally Posted by Ravenxl7

That animation is absolute shit,

I'm going to have to defend the animation. There is nothing about that animation that looks like shit. The characters have nice fluid movements and the designs are nicely balenced between a 3D and 2D illustrative style.
Everything else about the show, I'll agree, looks kinda shitty.

You want to see shit TV CGI animation, watch some of Nickelodeon's Ironman series. Or one of those Lego toons. Yuck.

Quote:

Originally Posted by Ravenxl7

-and the whole concept just...comes off like a big rip-off of something else. No idea what, it just seems that way to me.

It's kinda hard to make a point that something is a ripoff when you can't actually cite what exactly it's ripping off.

[snake5289]

After seeing that preview I kind of miss the old stuff. It'd be nice to get Joe figures of the old stuff. Psycho was a cool villain.

[ponygt]

With a cartoon it may sell well.

[Iceman]

Max Steel was a horrible idea the first time around it'll probably be just as bad now. It's like someone took cheap knock off toys and tried to make a show/actual toy line out of them.