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Paramount Steels Itself For Max

Another toy becomes a film

The juggernaut, critic-proof success of Transformers and its sequel means we still have plenty more toy movies to look forward to. Even GI Joe, which advance word has as the genre's Ishtar, doesn't seem likely to halt the phenomenon. And so, courtesy of Mattel and Paramount, we give you Max Steel.

Mattel have projects based on Masters of the Universe and Hot Wheels at various stages of development with various studios, but according to Variety's story, were especially keen to set up Max Steel with producer Joe Roth (Hellboy 2, Tim Burton's Alice in Wonderland) because of his previous involvement with Vin Diesel's xXx. Steel is a teenage extreme sports fiend turned superspy, so you can see their thinking, even if xXx was not, to put it mildly, the finest hour of anyone concerned.

Max Steel was conceived as a toy line, but as is the way of these things, had three seasons of a cartoon series and five DTV movies to back him up. He's been slightly off the radar in recent years, but is apparently still extremely popular in Latin America.

"A theatrical film plays a significant role to relaunch the franchise," says Mattel honcho Barry Waldo. But we're sure there will also be a strong artistic and philosophical impetus behind the reboot.