Max Steel: He’s like xXx, Minus the Tattoos and Bald Head

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Looks like toy company Mattel is a little envious of what Hasbro is doing with their “Transformers” and upcoming “G.I. Joe: Rise of Cobra” properties, and they want themselves a piece of that fanboy action. (And the bucks wouldn’t hurt.) To that end, Mattel has teamed up with producer Joe Roth to turn the Max Steel toy line into a major motion picture that Roth will develop and produce through Paramount. Steel joins Mattel’s currently in-development toy lines “He-Man: Masters of the Universe”, “Hot Wheels”, “Major Matt Mason”, and (I shit you not) a “View-Master” movie, based on that toy where you look through a crappy red goggle machine thingie and wished you had your money back.

Variety says that like the toy line, the “Max Steel” movie will be about a 19-year-old extreme sports junkie who is recruited by a secret agency after an accident infects his body with nanobots, making him superhuman. Cause, you know, people are always laying those gosh darn nanobots of theirs around. I’ve told them once, I’ve told them a thousand times, but do they listen? Noooooooo. Then some 19-year old kid gets infected and suddenly everyone’s serious. Whatever.

Anyways, where was I? Oh right. Joe Roth has actually already launched a franchise that looks suspiciously like Max Steel, but called “xXx” with Vin Diesel (which is itself gearing up a third installment in the franchise), why is why Mattel came to him in the first place. Roth will produce along with the Mattel boys, and they’re currently putting the property out to directors and writers.

The toy line didn’t do all that well in the States when it was originally introduced in 1999, but apparently it’s the #1 action figure in Latin America. There was also a “Max Steel” animated TV show that ran for a few years, but the fact that you’ve never heard of it is the evidence you need that this thing didn’t exactly go over like gangbusters over here. Which means the movie version won’t have the name recognition of “Transformers” or “G.I. Joe”. Then again, as is the case with “G.I. Joe”, maybe that’s not such a bad thing. Fanboy expectations can be a bitch sometimes.

Below: “Hi, I’m Max Steel. Why am I wearing a dorky looking orange suit, you ask? Cause I’m cool that way, kids. And for $9.99, you can be just as cool as me.”

Author: Nix

Editor/Writer at BeyondHollywood.com. Likes: long walks on the beach and Kevin Costner post-apocalyptic movies. Dislikes: 3D, shaky cam, and shaky cam in 3D. Got a site issue? Wanna submit Movie/TV news? Or to email me in regards to anything on the site, you can do so at nix (at) beyondhollywood.com.
  • http://www.originalgeekspodcast.com/ Dedpool aka Jiinx

    I have so heard of Maxx Steele. Watched it faithfully too. I liked it. There was another show on around the same time. It was yet another iteration of “Action Man” this time though it was closer to Maxx Steele than G.I.Joe.

  • Dedpool378

    I have so heard of Maxx Steele. Watched it faithfully too. I liked it. There was another show on around the same time. It was yet another iteration of “Action Man” this time though it was closer to Maxx Steele than G.I.Joe.