Mattel Launches New Global Entertainment Franchise Max Steel™

  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

Business Wire

EL SEGUNDO, Calif. -- January 28, 2013

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 brand

  *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, which will go live in March timed to the series premiere, as
    well as on 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
  *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
  *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, Mattel.

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

About Mattel

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, follow us on Facebook 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, 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.

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:



Mattel Brands PR:
Rachel Cooper, 310-252-5327
Bret Ingraham, 310-252-6396
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