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
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,
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 www.maxsteel2013.com
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 www.mattel.com,
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. www.fremantlemedia.com
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)
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130128005452/en/
Mattel Brands PR:
Rachel Cooper, 310-252-5327
Source: Mattel, Inc.
News Provided by Acquire Media
Close window | Back to top