Paramount Picks Up Another Toy Movie: Mattel's Max Steel
by Alex Billington
July 12, 2009
Even more movies based on toys? Paramount is teaming up with Joe Roth to pick up Mattel's Max Steel action figure line for a feature film. The toy property revolves around a 19-year-old extreme sports junkie recruited by a secret agency after an accident infects his body with nanobots, making him superhuman (as seen above with his trusty robot pal Cytro). The toy was first introduced in 1999 and is a popular animated series as well, although it's much more popular in Latin America, where Max Steel is the region's top action figure. Mattel wants to use this movie as a way to relaunch the toy line in the US and the rest of the world.
"A theatrical film plays a significant role to relaunch the franchise," said Barry Waldo (via Variety), Mattel's VP of worldwide entertainment marketing. "But we have a strong Latin consumer we're going to keep happy while broadening the franchise for the rest of the world. We wouldn't do ourselves a favor if we turned a blind eye to it. That's the artistic challenge we've got." No director or writer has been hired yet, but Max Steel is being compared to the xXx franchise that Roth has also been involved with. This obviously isn't the only project in the works based on a Mattel product, but it's one that we're not at all interested in. You?