3/1/2013
Mattel’s long-range plan to introduce a new global franchise every one to three years is focused on building Max Steel into a $1 billion brand. “We now have a dedicated team focused on bringing new franchises to the marketplace with no limitation on the directions in which they can go,” says Mattel’s Bryan Stockton. “They’re free to mine our heritage brands or leverage our extensive consumer research to look for and build off new insights.”
Max Steel, which already generates $100 million in toy and consumer product sales in Latin America, is aimed at boys ages 5-11, emphasizing action, technology, and team power as key themes. “Everything in the franchise will link back to these elements,” says Mattel’s Tim Kilpin. The website is also the hub for all of these efforts. “Everything we do everywhere will lead us back to our branded website,” he says.
In spring 2013, Mattel is launching an all-new CG-animated TV series featuring 52 episodes. Disney XD will air the series in the U.S., and via distribution partner FremantleMedia. Internationally, the show will air on Gulli in France and Cartoon Network in Latin America and Asia.
Max Steel is also Mattel’s first franchise to launch on mobile platforms simultaneously, with specific content and game available later this year. There’s also a dedicated YouTube channel.
Toys, including action figures, battling figures, and role playing figures, comprise the first wave of Max Steel merchandise out in fall 2013. These products will be followed by Max Steel-licensed goods in the back-to-school, electronics, apparel, and sporting goods categories.
Music is another key category. Mattel is teaming with DJ Cole Plante, a 15-year-old composer in electronic dance music, and Disney to create exclusive Max Steel songs and soundtracks to support the launch.
The toy company is also leveraging DVD releases to help build awareness, including packaging discs with toys or additional branded product.
Source: Mattel, Bryan Stockton, 333 Continental Blvd., El Segundo, CA 90245; 310-252-2000; bryan.stockton@mattel.com; www.mattel.com. Also, Tim Kiplin, tim.kiplin@mattel.com.
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