MATTEL FIGHTING DREAD ORGANIZATION WITH MAX STEEL LINE
By Adnews Staff
Toronto-based Mattel Canada Inc. in conjunction with the launch of the animated action-adventure television series MAX STEEL, has announced the introduction of an extensive product line of action figures, vehicles and adventure-themed gadgets. The simultaneous U.S. and Canadian launch is being supported with national television advertising in English Canada. Targeting boys 4-years-old and up, the new line of merchandise will also be supported with the distribution of 250,000 collector's edition comic books. MAX Steel is 19-year-old Josh McGrath. McGrath's character is accidentally infused with N-Tek (nanotechnology), giving him super human abilities and transforming him into MAX STEEL. As MAX STEEL, McGrath battles the DREAD organization to save the world from mayhem. The new line will be available in Toys R Us, Wal-Mart and Zellers stores across the country. Mattel Canada is a subsidiary of California-based Mattel, Inc. Advertising was created by U.S.-based FCB. Media planning and buying in Canada was handled by Ogilvy & Mather of Toronto. PR for Mattel Canada is handled by GCI Group Toronto.