A host of action figures, vehicles, role play items and other products are due this summer.

Max Steel global launch plans detailed

Mattel’s mega boys’ property Max Steel is preparing for lift off.

Firstly, the animated TV show, co-produced by Mattel and FremantleMedia Enterprises, premieres on March 25th in the US on Disney XD.

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 and many more. FME manages worldwide distribution of the series (excluding the US), as well as global home entertainment rights.

During the past decade, Max Steel has become the number one boys brand in Latin America and now Mattel is expanding the brand globally.

Fans will be able to watch episodes online on the Max Steel website, which will act as a content hub, and on DisneyXD.com.

Kids will also be able to play a Max Steel mobile game, and experience toy and consumer products. In August a new range of Mattel toys will launch, including action figures, ride-ons, role play items, R/C products and more.

In North America, UK, Australia and New Zealand, Mattel has partnered with comiv distributor VIZ Media, which will develop and publish a Max Steel original graphic novel series. This will arrive in Autumn, too.

Max is a teenage hero who turns into superhero when he teams up with his robot buddy Steel, to become Max Steel. The show is all about overcoming obstacles through friendship, laughter and teamwork.

"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."

"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.

A launch countdown timer has also appeared on the Max Steel website:

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