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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?

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teyhtr

after transformers... I can understand why they'd wanna do this.
real talk

i feel bad for the people who are excited by this news
scotty

"i feel bad for the people who are excited by this news" - what kids? you feel sorry for kids getting excited about a movie of the fav action figure? I don't really see a problem with this, it's nothing new. They've been making movies on toys for decades. Saying that if this is a mega budget blockbuster rather than a slightly above straight to dvd quality film I'll me amazed.
SlashBeast

Man, I used to love the show as a kid. But as a movie, maybe a bit more than ridiculous.
Felix

I don't get why people think of Transformers as a bad example for making movies from toys, the movie brought in loads of money and is actually worth seeing in theaters, it had most aspects you'd expect from it and it delivers. Only thing I'd wanted to change was that I would have prefered more battles where they change and use that as a strategy.
Dan W

Wow this is still around? I was never a fan of max steel. I thought he was a hack
He tries so hard...

I remember this. Is it even still around though? I get what #1 is saying because if it's not, the only people excited are older people that...yeah. I didn't think it was huge back then. I'm surprised they haven't tried a new Power Rangers movie.
DoomCanoe

soon comes mighty max
TediusTed

People (viewers and critics) who get pissed off and rant about this kind of entertainment after they decide to allow time/spend money to watch this in the first place is something I dont understand. What are you expecting?! lol!
TediusTed

correction... what are you hoping to expect to see with a film based on an action figure toy that is aimed squarely at kids?