Max Steel toys ready for August launch

Dominic Sacco

By Dominic Sacco

January 29th 2013 at 11:10AM
Max Steel toys ready for August launch

Mattel to release action figures, vehicles, role play items and other products.

The first toys based on Mattel's new mega franchise Max Steel will hit stores worldwide this August.

The new line of toys 'infuses team-up, turbo energy and transformation features unique to the brand' and includes action figures, ride-on and die-cast vehicles, role play items and remote control products.

Max Steel's 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,

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 purchase graphic novels, courtesy of VIZ Media.

Read the full story on Licensing.biz.

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