boyscollectables
want to be able to collect an item, and then use it in gameplay too which adds value. This can be through battling or swapping, but an element of competition is important. With Monsuno for example, boys can trade their characters with one another and build up their collection with new figures and Monsuno powers.” In this month’s column, Toy World regular
contributors Stephen Barnes and Mark Buschaus, of the Toy Barnhaus independent toy retail chain, echoed this sentiment while discussing what 2013 might see in the way of collectables, they said: “Last year was undoubtedly Moshi, which we’re sure will continue to be strong with Series
6 launching soon. Building on the success from late last year, Skylander figures and cards are sure to be popular. We saw a lot of new collectables at Olympia, but nothing really jumped out, so it will be a case of keeping our ears close to the playgrounds to hear what the latest craze will be.” And that’s the point; it’s hard to predict what
children will latch on to. In such a tough time for the category, the choices retailers make in terms of what items to give shelf space to will have as big a part to play as the boys themselves in deciding the success stories of 2013. Leading on from the comment from the Toy Barnhaus team, this article could not get away
with not mentioning Skylanders, the 2012 success story which saw the seamless blending of collectable toys and videogames into one franchise. Latest news on the Skylanders front is the franchise’s next step, Skylander Swap Force. Early reactions have been very positive to this new twist on the game-toy fusion, and we’ll make sure to keep you updated on further developments. So it looks like 2013 is set to be another tricky
year for those buyers and retailers trying to decide what products to stock in this category. Over the following pages are just some of the products available, which I hope you find useful during the decision-making process.
Max Steel returns Boys Brand one to
Drew Crockett, associate marketing manager at Mattel, spoke to Toy World about the return of Max Steel
It’s been over a decade since Max Steel first launched in the UK market – what will be different this time round? We are really excited to be introducing Max to a new generation of boys, the landscape is very different now to what it was 10 years ago. We started by really taking a step back and looked at why Max was so successful in Latin America and we found that boys loved the idea of someone who could unlock his potential and become a hero so we tweaked the original concept, making the character Max younger and easier for boys to relate to and we began to develop a campaign to bring the brand
back.The original Max Steel figures were 12” figures. Over time, smaller scale figures have proven to be better suits for the UK market due to better perceived price value. The new Max Steel range focuses on the 6” figures. As experts in play, we know that the franchise model is no longer just strictly about compelling content creation, we knew we had to developed the Max Steel storyline to be rich enough to live on any platform enabling a deeper engagement with today’s multimedia kids. This time Max Steel is a multi-platform action-adventure entertainment franchise with a dynamic web destination featuring rich content and interactive gameplay.
What role did the show’s continued success in South America play in the decision to bring it back to the global stage? We always knew it was a strong property and its continued success in Latin America was a contributing factor to our decision. We need to make sure we could implement a successful framework to expand it globally and make sure it fitted a franchise model that connects with today’s boys and what they expect from an entertainment brand.
How important is the new TV programming to the brand? Tell us a little about the new show.... Co-produced by Mattel and Freemantle Media Enterprises the Max Steel CGI animated series premiers on Nicktoons in the UK on April 13th.
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It’s an important element in the development of Max Steel as an entertainment franchise and the 26-episode series has already been commissioned for a second series so we are very excited that there is great confidence behind the show. Max Steel is the ultimate aspiration teen
hero with a secret. The story revolves around the trials and tribulations of a teenaged boy Maxwell McGrath and his out-of-this-world alien companion, Steel. Both have super strength and powers – Max with Turbo energy and Steel with alien intellect. When they combine forces to create Max Steel, the ultimate superhero is unleashed – unlocking their inner heroes. The series draws upon turbo-charged teamwork, laughter and friendship to help kids overcome life’s obstacles – from the everyday, to the out-of- this world.
When will the show start broadcasting in the UK?
The show premiers on April 13th and will be broadcast at 8am on Saturday and Sunday mornings.
What other multimedia activity will there be in 2013 to support the brand? In addition to the animated TV series we also have online content hub
MaxSteel.com, launching on 7th March fans will be able to view episodes as well as has having an immersive experience for kids to engage in the world of Max Steel with exclusive games, video content, music and the latest information on toys and licensed products. We will also have mobile gaming, the Max Steel side scrolling action adventure game allows kids to experience the Max Steel story on their iOS or Android devices, the mobile game will include codes to unlock exclusive content. We will also be launching a new line of toys and consumer products that infuses team-up, turbo energy and transformation features unique to the brand. The toy line will include action figures, role-play items, and remote control products.
What is it about the Max Steel character which will resonate with the target audience? Max Steel is really an immersive boys franchise that brings a positive and relatable role model to kids, and is supported by a captivating storyline, allowing them to unlock their own inner superhero. Max Steel draws upon turbo-charged teamwork, laughter and friendship to help kids overcome life’s obstacles.
How important is it for Mattel to have successful proprietary brands such as Max Steel and Monster High in its portfolio? As experts in play it important that we continue to develop our own IP, we have put focus and discipline around franchise development and Monster High has been a testimony to that success. We believe we are experts in play, not just in making toys, that’s what our job is today.
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