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Mattel’s New Franchise Launch: Max Steel

Well, I guess – technically a relaunch … Mattel is pining high hopes on the relaunch of Max Steel in the US.


The website is live and the animated series on Disney XD will start airing in a few months.

Here is the main series … “MAX STEEL™ Turbo Team-Up* Figure Assortment/Basic Figure Assortment – Teenage Max and alien Steel discover that together they make a formidable force, able to protect the world from fearsome villains. Turbo Team-Up Figures allow kids to play out their favorite Max Steel storylines and imagine up their own! The fully posable six-inch figures have their own unique action feature that’s inherent to their character including signature moves, weapons and superpowers. Integrated LED light effects showcase figure’s strength and power while giving Max Steel a blue “Turbo energy” glow. The assortment includes eight different figures each sold separately.

ARP: $12.99″  


And there is some sort of Beyblade like fighting version (with separate arena playset).

MAX STEEL™ Turbo Battlers Basic Figure Assortment

“Max Steel™ play is now in convenient two-inch scale for perfect portability! Turbo Battlers figures are the perfect playtime companions for anytime, anywhere play with their handy size. Featuring Max Steel character favorites, Turbo Battlers are highly collectible with detailed figures and accessories seen in the story. The figures work with Deluxe Turbo Battlers spin bases for interchangeability and fighting fun. Each figure sold separately and includes display base.”


Here’s the NY Times feature on the re-launch.

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16 February 2013 Mattel, Toys 2 Comments


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