Mattel has kicked off a global marketing campaign for Max Steel with the launch of maxsteel.com.
The interactive website enables boys to join in with the hero's adventures.
The site allows users to meet the character, take on villains in the game Max Steel: Hero's Journey, watch videos, discover secrets and unlock Steel by signing up to the game.
The online experience will also include five virtual tournaments taking place throughout the year, where fans can join pre-assigned teams to win badges, trophies and points.
During the past decade, Max Steel has become the number one boys brand in Latin America and now Mattel is expanding the brand globally.
Driven by a range of toys, games and other licensed merchandise, the first figures based on Mattel's new mega franchise will hit stores worldwide this August.
Mattel's Boys Marketing Manager, Drew Crockett, said: "This is just stage one of our extensive marketing programme to introduce boys to Max Steel.
"The new site really brings the brand to life and with its great content; it will keep boys coming back to the site again and again."
Max Steel will be making its 26-episode debut on Nickelodeon's Nicktoons this April.
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