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Mattel Relaunches 'Max Steel'

VIZ Has Graphic Novels

Published: 01/30/2013 01:03am
Mattel is giving its Max Steel action figure-based property a relaunch with a strong emphasis on storyline, the company announced this week.  VIZ Media has been tapped to produce a series of graphic novels, beginning this fall.  
The VIZ graphic novels will be published under its Viz Kids imprint at $7.99.
But that’s only one part of the content development.  A 26-episode CGI-animated TV series co-produced by Mattel and FremantleMedia will premiere March 25 on Disney XD and will then roll out in over 100 territories around the world. 
Further support will include an online content hub with video, games and product information; a mobile game for iOS and Android, which will include codes for exclusive content on the hub.  Toys and consumer products will follow with the second season this fall. 
The character is comprised of a teen boy and an alien who combine to create the Max Steel superhero.  
The property was originally launched in the late 90s, but was only the #7 action figure line in 2000 (see "Can Pearl Harbor Save 'G.I. Joe'") and was discontinued in the U.S.  It found success in Latin America, however, where it is the #1 boys brand. 
A movie has been in development for several years (see "'Max Steel' Movie").
 
 
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