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Max Steel #1 Action Figure Introduced In 2000
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 In the months leading up to the busiest shopping season of the year, Max Steel has battled his way into the upper ranks of the action figure category and emerged as the number one new action figure introduced this year. According to most recent NPD Group Inc.'s October TRSTS (Toy Retail Sales Tracking Service) data, Max Steel even beat out venerable favorites (from a galaxy far, far away and wrestling guys too) while closing in on the number three spot in the overall category for all action figures.``All factors indicate that by year-end Max Steel will exceed a $100 million brand worldwide in its first year,'' said Matt Bousquette, president of Mattel's Boys/Entertainment division. ``And, that the product line will be a complete sell-out by Christmas in various countries.'' ``Boys of all ages are always receptive to cool heroes -- and action figures -- they can relate to, and that's Max Steel,'' said Peter Dang, executive vice president of worldwide consumer products for Sony Pictures Consumer Products. ``Mattel has done a great job of building awareness for the toys, and we really feel that the Max Steel property will continue to grow in the future.'' The action figure line, based on the CGI animated television series from Sony Family Pictures Entertainment airing on Kids' WB!, made its debut this past February. Max Steel is a unique aspirational character that kids can identify with and the innovative 12-inch scale appeals to boys four years old and up. Josh McGrath is a cool college student and action sports athlete who is accidentally infused with nanotechnology (N-Tek™) giving him super human abilities and turning him into Max Steel. The momentum of the brand continues to grow into the new year with Mattel already making plans to unveil its 2001 Max Steel products in February 2001 at the International Toy Fair in New York City. Additionally, 15 other domestic licensees rolled out Max Steel product for the holiday season including Rand (sporting goods), JEM Sportswear (apparel), and Buster Brown (shoes). Mattel, through Sony Pictures Consumer Products, is the master toy licensee of this exciting entertainment property and features an extensive line of action figures, vehicles and adventure-themed accessories. Sony Pictures Consumer Products, based in Los Angeles, handles the merchandising and branding efforts for some of the most recognized properties in film and television, SPCP is a division of Sony Pictures Entertainment (SPE), whose global operations encompass motion picture production and distribution, television programming and syndication, home video acquisition and distribution, operation of studio facilities, development of new entertainment technologies and distribution of filmed entertainment in 67 countries. Sony Pictures Family Entertainment (SPFE), established last February, produces animation and live-action properties for television and theatrical release around the world. The division will continue to expand SPE's leadership role by developing original content and proprietary franchises for its key family and children's audiences. also will seek to broaden its reach by developing filmed entertainment for underserved niches of its core audience, including the all-important young girl and preschool audiences. The division's products will be designed for use across all of SPE's wide ranging business, including feature film production, international film and television distribution, direct to video distribution, and consumer products. Mattel, Inc. is a worldwide leader in the design, manufacture and marketing of family products. With headquarters in El Segundo, Calif., Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations around the world. Max Steel™ and © 2000 Adelaide Productions, Inc. All rights reserved. SOURCE: Mattel, Inc. [Posted 12/14/2000]
  
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