Hotproperties


creating momentum that can carry brand partners well into the future. New for the brand is the fi rst ever CGI animated series, Beware The Batman, launching in the US in 2013 and across EMEA from 2014.


Max Steel, from Mattel, is already the number one action fi gure property in Latin America, and will be rolling out worldwide in 2013. Following the adventures of teenager Maxwell McGrath and his friend Steel, Max Steel is a relevant, relatable superhero brand. By combining teamwork, humour and the bond of true friendship, Max Steel uses clever combat and contemporary themes to help boys unlock their inner strength and fi nd their true potential. The global launch of this franchise will introduce Max Steel to its core target audience of boys aged between fi ve and eleven.


Launching as a complete franchise will mean that Max Steel is driven primarily by content, with toys, games and other licensed merchandise (publishing, video games, role-play, apparel and stationery) bringing the brand to life later on. The series will premiere with 26 30-minute episodes, driving interest and reinforcing the positive messages of teamwork, friendship and bravery which can be found within the show.


As with Mattel’s established core franchises, the Max Steel brand will form a complete experience for its young fan base. A full consumer products programme, real-life action experiences and online activity are just a few of the elements which will go into creating the enduring appeal this brand will hold for young boys.


Pac-Man and the Ghostly Adventures, from Lisle, will see a number of licensees unveiling product including Bandai with the master toy line, KNEX/ Tomy with construction toys, Pressman with puzzles and basic games for North America with the UK partner yet to be named, and Commonwealth with beanie stuffed characters for North America. Further UK partners are due to be named shortly. Pac-Man returns to TV screens this year, and


a variety of fi gures, transforming vehicles and character soft toys based on the upcoming series will be available later in the year. In addition,


Namco Bandai will launch a video game that will put Pac-Man back on his original platform.


The Trash Pack


The Trash Pack achieved success through its core toy collection throughout 2012, and is now expanding into a full merchandising programme. Created by Australian toy fi rm Moose, the toy collection was launched by GP Flair and sold millions in just 12 months. The brand is currently valued at retail at £12m, a fi gure that will grow as The Trash Pack licensed collections roll out. John Adams is just one new name in the licensee list, plus Winning Moves has launched a Top Trumps collection. The Trash Pack is just one of the many properties handled by the team at Lisle that will have visible presence at Toy Fair.


Fight My Monster, also from Lisle, is tipped to create a stir in 2013 as the licence for fastest-growing online trading game for boys ages eight to twelve years in the UK, and increasingly the US. With two million players across the UK and North


78 Toyworld Max Steel


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