Mattel Rebooting ‘Max Steel’ Property With New Animated TV Series

A Max Steel movie still hasn’t gotten off the ground, but the brand is making a comeback. Mattel is set to relaunch the action property in March with a 26-episode animated series premiering in the U.S. on Disney XD, and a worldwide rollout in over 100 territories. Mattel is co-producing with FremantleMedia Enterprises which will handle overseas rights. The Max Steel line of action figures was originally introduced in the U.S. in 1999, but Mattel pulled back on the brand domestically following 9/11, EVP for global brands, Tim Kiplin, told the NYT. It nevertheless became a huge hit in Latin America and the toymaker now sees an opportunity to establish a major new franchise grounded in multimedia. The reboot will include the Disney TV series, a live-action short movie, an online content hub, mobile games, graphic novels, toys and other products. The original concept of the brand has also been tweaked to make Max younger and more relatable to boys who see the teen hero and his alien companion, Steel, combine their turbo energy and heightened intellect to create the ultimate superhero. If the reboot clicks, perhaps it will light a fire under the bigscreen version that was originally set up at Paramount in 2009. Hit the jump for Mattel’s press release: (more…)

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