Max Steel - Rise of the Phoenix
What is Max Steel?
Boys love super heroes and Max Steel is exactly that. Max Steel is the ultimate teen superhero. The story revolves around a teenage boy named Maxwell McGrath and his out-of-the-world alien companion, Steel. Both Max and Steel have ultimate super powers. Max rules his kingdom with turbo energy and Steel has an alien intellect. When they combine their forces the ultimate superhero is unleashed – Max Steel! The series draws upon the combined team work of Max and Steel, their friendship and laughter.
What marketing strategies is Mattel tweaking for the re-launch?
Max Steel was introduced in 1999 as a line of boys’ action toys. It found modest success in the United States then but the sales now are dormant. Not many toys get a second chance at success and Mattel is re-vamping their marketing strategy for the re-launch.
Mattel has decided to shift the focus to multimedia and let the toys follow. Mattel realizes that the markets have changed and kids are becoming much more tech savvy and media wise than they were back in the 90s.
The campaign will include an animated television series, a live-action short movie, an online hub, mobile games, graphic novels and eventually toys.
The online website maxsteel.com will begin at the end of February and will entertain kids with games, character biographies and other fun features. The animated TV series will have its premiere on 25th March in the United States on Disney XD channel. Later, it will go global and will be introduced in more than 100 markets.
The graphic novels will immerse boys more into the storytelling. Eventually when the toys will appear in stores by August 2013, the brand will be embedded in the mind and hearts of boys.
This is surely a new marketing effort to look forward to in 2013.