The G.I. Joe movie is just around the corner, and in anticipation of the movie being a property success, Paramount has nabbed the rights to the Max Steel toy line to turn it into a movie as well.
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.
Some may remember the Max Steel animated series that made the rounds way back in 1999 before being dropped in the U.S.Â The good news is Max Steel is highly popular in Latin America, where direct to DVD movies have kept the property alive, giving Paramount and executive producer Joe Roth (of XXX fame) a reason to jump start the character and toy line once again.
“A theatrical film plays a significant role to relaunch the franchise,” said Barry Waldo, Mattel’s VP of worldwide entertainment marketing and strategy. “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.”