Ace cricketer, Virat Kohli is all set to follow in the footsteps of Bollywood actors Katrina Kaif and Hrithik Roshan by becoming the face of soon-to-be launched teen superhero MaxSteel.
MaxSteel, a property of global toy brand Mattel, first launched in Latin America a couple of years ago would enter Indian markets, positioning itself as a brand for boys.
Maxwell, a 16-year-old teenage school boy combines his turbo energy with the intellect of his alien friend Steel, to unleash the modern superhero MaxSteel whose teamwork, laughter and friendship aim to help children overcome life's obstacles.
"MaxSteel gives the message of unlocking the superhero potential hidden in everybody and takes it further through teamwork. That is why we feel the connect with Virat. He is a great cricketer by himself but he also combines his talent with the spirit of teamwork to overcome problems," says Karan Gera, country director, Mattel Toys.
Kohli is set to unveil a line of toys for the superhero, launch, a Max Steel official music video featuring singer Shaan, as well announce an animated TV series, scheduled to go on air from 20 July, 2013 on Cartoon Network. The TV series is already running in countries in Latin America, Canada and US and will debut in 100 countries including India.
The toy line comprises a suite of 55 to 60 products including a line of action figures, role play items like costumes and masks as well as consumer products like bikes, skateboards etc.
In the era of tablets, smartphones and computer games, the toymaker is streamlining its products to suit multiple platforms. The MaxSteel action-adventure entertainment franchise for example has a dynamic web site on the superhero featuring interactive gameplay.
"Our long term marketing campaign includes digital and social media. We have started posting episodes on the website. Visitors can download games on their mobiles and can also play using online avatars," says Gera.
"Apart from a TV series and web content, a graphic novel series on the superhero in Japanese manga or anime style is also set to be launched within a couple of weeks," says Gera.
In India, the Mattel family comprises of brands like Barbie, Hot Wheels, Matchbox, and Scrabble, as well as Fisher-Price brands, including a wide array of entertainment inspired toy lines.
In 2009 Katrina Kaif became the face of first Indian Barbie. Dressed as the fashion doll, Katrina wished Barbie in her own unique style by walking the ramp at Lakme Fashion Week showcasing the winning design created by Nishka Lulla.
Following Katrina, actor Hrithik Roshan was inducted by the brand to endorse its Hot Wheels toy car range. He unveiled a nouveau chic collection by designer Narendra Kumar at the India Kids's Fashion Week 2012.
Primarily positioned as a boy brand, Mattel says MaxSteel will capture the hearts of girls as well.
"Research resonates that appeal of superheroes cuts across gender lines. Be it Superman, Batman or Spiderman or any other superhero, kids be it boys or girls can relate to them," points out Gera.
The price range for the superhero range starts at Rs 599.