Sony Pictures is gearing up for the launch of Max Steel, a 13 x half-hour CGI series that’s slated to make its U.S. debut on Kids’ WB! in January 2000. Mattel is signed on as the master toy licensee for the 3-D series.

The story centers around the exploits of Josh McGrath, a 19-year-old university student and extreme athlete. During a lab accident, Josh is given bionic strength and is transformed into Max Steel, a superagent who travels the world on a quest to wipe out terrorism.

According to David Palmer, VP of marketing, Sony Pictures came up with the idea for the series and then approached Mattel with the deal. Sony owns the property and retains all licensing rights to the series, and Columbia TriStar Television has worldwide distribution rights.

Mattel plans licensed apparel, back-to-school products, sporting goods and domestic products. The toy launch is scheduled for fourth quarter `99 in the U.S. and first quarter 2000 worldwide. The products are geared to six- to 11-year-old boys, and the toy line is best described as Barbie-meets-Bond, in terms of poseability, scale and cool accessories. KB