Life After Barbie: Why Mattel Isn't Scared Of iPads And Video GamesHead ten minutes south of LAX on...

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Life After Barbie: Why Mattel Isn't Scared Of iPads And Video GamesHead ten minutes south of LAX on the 405, exit at El Segundo and you’ll blunder upon a 200,000-square-foot concrete bunker lurking among the strip malls in this seedy bit of Los Angeles County. The low-slung structure, surrounded by a black iron fence, was once an aircraft parts factory. It now houses the design laboratories of Mattel, Inc., the world’s largest toymaker, and deep inside the high-security facility a crack, roughly 12-person team of screenwriters, computer animators, comic book artists and industrial designers are busy engineering the next great American toy: Max Steel. In physical form Steel will be a 6-inch plastic superhero action figure, with a well-developed backstory. His mission is to harness the turbo energy he possesses to morph into different cyborg forms and save the world from monsters bearing names like Elementor and Dredd. And, just like Superman, he has a mild-mannered alter ego: Maxwell McGrath, a 16-year-old high school kid with brown hair and a square jaw. The Max Steel doll won’t be appearing on U.S. retail shelves until August, but his launch is already well under way. Pull up maxsteel.com and you can play the Max Steel: Hero’s Journey videogame, watch videos introducing him or download a Max Steel mask. In March a Max Steel cartoon premiered on Disney’s XD digital cable and satellite channel and will soon be available in more than 100 different markets worldwide. Toys used to spring from entertainment. Now entertainment supports the toys. “Having an action hero that’s on for a steady basis–on television, on webisodes, on digital–is going to create a more consistent demand for that product,” says Mattel’s chairman and chief executive, Bryan Stockton.
	
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MAR KET S | 4/17/2013 @ 8:00AM | 9,835 views
Life After Barbie: Why Mattel
Isn't Scared Of iPads And Video
Games
Head ten minutes south of LAX
on the 405, exit at El Segundo
and you’ll blunder upon a
200,000-square-foot concrete
bunker lurking among the strip
malls in this seedy bit of Los
Angeles County. The low-slung
structure, surrounded by a black
iron fence, was once an aircraft
parts factory. It now houses the
design laboratories of Mattel,
Barbie's new officemate: Mattel CEO and chairman
Bryan Stockton
Inc., the world’s largest
toymaker, and deep inside the
high-security facility a crack, roughly 12-person team of screenwriters,
computer animators, comic book artists and industrial designers are busy
engineering the next great American toy: Max Steel.
In physical form Steel will be a 6-inch plastic superhero action figure, with a
well-developed backstory. His mission is to harness the turbo energy he
possesses to morph into different cyborg forms and save the world from
monsters bearing names like Elementor and Dredd. And, just like Superman,
he has a mild-mannered alter ego: Maxwell McGrath, a 16-year-old high
school kid with brown hair and a square jaw.
The Max Steel doll won’t be appearing on U.S. retail shelves until August, but
his launch is already well under way. Pull up maxsteel.com and you can play
the Max Steel: Hero’s Journey videogame, watch videos introducing him or
download a Max Steel mask. In March a Max Steel cartoon premiered on
Disney’s XD digital cable and satellite channel and will soon be available in
more than 100 different markets worldwide. Toys used to spring from
entertainment. Now entertainment supports the toys.
“Having an action hero that’s on for a steady basis–on television, on
webisodes, on digital–is going to create a more consistent demand for that
product,” says Mattel’s chairman and chief executive, Bryan Stockton.Stockton, who...

David · Accepted Answer

Mattel - Barbie.docx
Mattel is a toy manufacturing corporation and one of the largest of its kind. They control nearly 16% of the $20 Billion 
Market in America. They are behind the popular Barbie Doll series which has been running successful for a long time 
and have a presence in many countries throughout the world. It is really a surprise to learn the amount of creativity, 
hard work and resources that goes into produce a toy for 6 to 11 year olds. This is explained via their new product 
called Max Steel which is due for release in August this year.

Life After Barbie: Why Mattel Isn't Scared Of iPads And Video Games Head ten minutes south of LAX on the 405, exit at El Segundo and you’ll blunder upon a 200,000-square-foot concrete bunker lurking...

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