Los Angeles Business Journal

Mattel Revives Max Steel for a New Media Age

Monday, January 28, 2013

Not many toys get a second shot at success. Once interest wanes, toy makers often are quick to move to the next franchise. So when Mattel decided to revive its dormant Max Steel line of action figures in the United States, it had a rare opportunity to re-examine the old marketing strategy for the brand, the New York Times reports.