Mattel's Max Steel makes a giant presence

The toy industry is getting pretty upbeat about reaching out to the young shoppers. To further tap the growing market and be part of this revolution, India's first-ever Toy Fair - Kids India 2013 was held in October.

Mattel Toys took this opportunity to collaborate with Hyperspace India to launch their new Superhero Max Steel in India amidst much fun fare and cheers. During the occasion, Mattel along with Hyperspace India, decided to showcase a giant replica of Max Steel at their Gallery over two days during October 24 to 26, 2013 at the NSE Ground, Mumbai. This spectacular execution made the Mattel Toys gallery a visitors' attraction.

Speaking on the launch, Karun Gera, Country Manager, Mattel Toys India Pvt. Ltd. said, "Max Steel is a Mattel property which has become one of the most successful boy's brands in the world, and a sensation for boys everywhere. We are thrilled to be now launching Max Steel in India, and this superlative execution is definitely a step in the right direction.”

Says Haresh Nayak, Managing Director, Posterscope Group, which was associated with the brand launch, "It is indeed a pleasure to work with Mattel Toys across various retail formats and retail communication for last four years. With respect to the Toy Fair in India the team worked on the principle of'Size does Matter' and which was clearly seen when we had the tallest structure which stood out in the clutter.”

With the objective of generating a powerful buzz around Max among retailers and customers alike, Hyperspace India created a 12ft tall Max Steel Action Figure, made of fiber and weighing 160 kg. The replica took over a month to build, with the workmen studying the minutest detail to bring out the accuracy and resemblance to the original character and fitted it with LED lights, making it even more impactful.

A number of challenges were faced during the development and creation process, especially in using a 12-inch action figure as a benchmark, but the executing team faced them all with gusto. In addition, the entire structure had to be portable and capable of being dismantled during shipping. Re-usable materials were used which could deliver the necessary impact while generating maximum visibility.

Adds Siddharth Anand Jha, Business Head, Hyperspace India, "It was sheer dedication and attention to details, proper planning and display of fine craftsmanship by the Hyperspace India team which ensured we were able to deliver an absolutely awe-inspiring outcome in the form of the 12 ft. giant Max Steel Action Figure!”

The larger-than-life display obviously garnered a lot of appreciation and response.