Toy giant Mattel wants to make Max Steel 'the world's most relevant superhero' - and one of its hottest properties to boot.
To do that it's kicking off a gargantuan marketing campaign over the next year or so, full details of which were revealed to the trade today at Brand Licensing Europe 2012.
Mattel said it is investing heavily in Max Steel, in a bid to make the TV show - and its licensed consumer products - a smash hit with boys aged five to 11 years old.
A dedicated website will launch, along with sections on broadcaster sites, media buys, takeovers, online games, mobile games and apps. There will be YouTube takeovers and 'Geolocation' searches on the site, so if a boy in Germany searches for Max Steel, he will be taken directly to the German video page.
Game tournaments will take place, following the tournaments in Latin America, which have attracted over one million kids.
Mattel has partnered with Stephen Sommers (The Mummy, Van Helsing) to produce a Max Steel brand film. Plus, youngster DJ Cole Plante is producing original music for Max Steel.
Max Steel is already the number one boys' action figure brand in Latin America, where the brand has 86 per cent awareness with boys. The brand has enjoyed over 12 years of consecutive growth there and now Mattel is taking it global with a worldwide launch in 2013.
And next year is an 'ideal time to launch an action figure', says Mattel, as there's minimal theatre activity in 2013.
The TV show - featuring 26 episodes and other 600 minutes of content - will air in spring 2013. Season two is being planned already.
Mattel is working on point-of-sale materials, a two-episode 'mini film' broadcast event, and will even hand out millions of free DVDs to boys to introduce them to the brand.
A 2013 Max Steel consumer products guide is coming soon.
Mattel's newly appointed GM and SVP of consumer products Jessica Dunne mentioned a five-year growth projectory for Max Steel during the conference.
"This is the beginning of a brand new phase for Mattel and we hope you enjoy the ride," she said.
Max Steel is a 16 year old boy who gains super powers, which can be fully unlocked when he teams up with his robotic sidekick Steel. The boys' brand is all about becoming stronger through friendship.
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