The Other Max Steel! In the 1980s, Max Steel was part of Robo Force. Today, he's the most popular action figure hero in South America! Max Steel is getting a downsized comeback in the USA, having previously sold here as a 12-inch rival to Hasbro's brief foray into Action Man. Now he's smaller, younger, and more Action Figure-esque.
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Less extreme sporty and more cyber/futuristic, this line of figures will kick off with a handful of youthful, helmeted heroes and some beastly villains. Only a sliver of product were shown (not that we've seen more) and it looks like another interesting foray into the world of original intellectual property. It also looks pretty generic relative to other short-run toy lines, although this one benefits from Mattel's marketing budget and what may well be a stronger brand name.