Hyperspace makes a 'tall' impact for Mattel

At India's first-ever toy fair, Kids India 2013, Hyperspace created a giant action figure of Mattel's latest launch in India – Max Steel

BestMediaInfo Bureau | Mumbai | October 31, 2013

Max Steel Structure at Toy Fair India 2013

After tremendous success worldwide, Mattel has launched its blockbuster superhero Max Steel in India. To create excitement around this hot new property, Mattel, along with Hyperspace India, showcased a giant replica of Max Steel at India's first-ever Toy Fair, Kids India 2013, over October 24-26, 2013 held in Mumbai. This spectacular execution made the Mattel Toys gallery a visitors' attraction.

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

Karun Gera, Country Manager, Mattel Toys India, said, “Max Steel is a Mattel property which has become one of the most successful boys 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.”

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

Nayak added, “The challenges faced were numerous during the development and creation process, especially in using a 12-inch action figure as a benchmark. In addition, the entire structure had to be portable and capable of being dismantled during shipping. We looked for reusable materials which could deliver the necessary impact while generating maximum visibility.”

Siddharth Anand Jha, Business Head, Hyperspace India, stated, “It was sheer dedication, attention to detail, 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 feet giant Max Steel action figure.”

Max Steel is the ultimate aspirational but relatable teen hero with a secret. The story revolves around a teenaged boy named Maxwell McGrath and his out-of-this-world alien companion, Steel. Both have super strengths and powers and when they combine forces to create Max Steel, the ultimate superhero is unleashed. The series draws upon teamwork, laughter, courage and friendship to help kids overcome life's obstacles — from the everyday, to the out-of-this-world.

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