Paramount Pictures is teaming with producer Joe Roth to purchase the rights to Mattel toy Max Steel for a possible big screen adaptation, per VARIETY.
Paramount has its G.I. Joe film coming in a few weeks, and Mattel would like to breath new life into the action figure, which was introduced in the U.S. in 1999 and had an animated series from 2000-2002. He is far more popular in Latin America, where he's the top selling action figure. Mattel currently produces animated direct-to-DVD features for the region, created by Rainmaker Ent. in Vancouver.
"A theatrical film plays a significant role to relaunch the franchise," said Barry Waldo, Mattel's VP of worldwide entertainment marketing and strategy. "But we have a strong Latin consumer we're going to keep happy while broadening the franchise for the rest of the world. We wouldn't do ourselves a favor if we turned a blind eye to it. That's the artistic challenge we've got."
Roth is producing Disney's ALICE IN WONDERLAND from director Tim Burton as well as last summer's HELLBOY 2: THE GOLDEN ARMY. He will exec produce MAX STELL with Waldo and Mattel SVP Tim Kilpin.
Mattel and Roth are seeking a screenwriter and director for the project, wanting ones who will work closely with the toy company to develop characters and storyline to match the company's plans for the franchise.
Mattel in the past year has licensed six properties to studios with HE MAN: MASTERS OF THE UNIVERSE and HOT WHEELS at Warner Bros., MAJOR MATT MASON with Tom Hanks, a musical monster movie at Universal and a VIEW-MASTER film at DreamWorks with Roberto Orci and Alex Kurtzman producing.
