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Mattel Pulls Urban Mission Cards from Max Steel
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EL SEGUNDO, Calif., (Sept. 25, 2001) -- Mattel, Inc. today announced that it will immediately be removing all of the "Urban Mission" cards from its Max Steel product line, as well as the packaging copy that relates to the "Urban Mission" themes from the product that is already at retail. In addition, Mattel will be effecting immediate changes to all of its future Max Steel products by eliminating any "Urban Mission" themes from the line.
"Our first priority is our consumers, and we are very sensitive to the current events with the September 11th attack on our country. Certainly there was no way to anticipate the events. We apologize that what was once purely fictional and fantasy-based is now a reality to Americans across the nation. We have thoroughly reviewed all product within the Max Steel toy line, including commercials, to quickly respond to the recent tragic events," said Matt Bousquette, president Boys/Entertainment division at Mattel.
Max Steel is a teen superhero with bionic strength. His mission is to protect and save the world, using his wit and intelligence, to outsmart the bad guys. The story line's premise, in every sense, is fantasy play. The good guy versus bad guy play pattern is popular with boys because they aspire to be the hero to protect and save the world, just like Max Steel.
  
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