Lautner of 'Twilight' joins toy giant's latest film venture

(AFP PHOTO / Carl Court.)

Fans of Taylor Lautner, who plays Jacob in the Twilight movies, will get more of the teen hunk when he stars in a new movie project centered around Mattel's action figure, Max Steel. Max Steel is a 19-year-old extreme sports junkie who is recruited by a secret agency when an accident infects his body with nanobots, making him superhuman.

Mattel first introduced the figure ten years ago and aired an animated television series 2001-02. Max Steel remains a bestselling action figure in Latin America. The toy company seeks to replicate the success that competitor Hasbro has experienced with Transformers and G.I. Joe, by expanding its toys into films.

In 2009, Mattel has arranged for some of its other figures to hit the big screen. Its signature doll, Barbie, celebrated her 50th anniversary with a Universal deal, signing the icon to a live action movie. She currently has her own YouTube channel (http://youtube.com/user/barbiedolldup), Facebook page (www.facebook.com/barbie) and Twitter account (http://twitter.com/barbiestyle).

Tom Hanks may be involved in the resurrection of Major Matt Mason, an astronaut living on the moon, a Mattel toy from the 1960s to be animated on film. Another project, with the Masters of the Universe line has hit some snags but currently a He-Man movie about a prince who battles Skeletor for his homeland, Eternia, is in development.

A new line of monster toys will be launched by Mattel in conjunction with a musical film with the team who scored Hairspray, Marc Shaiman and Scott Wittman.

Even a Hot Wheels movie is reportedly in the works.

Mattel isn't new to licensing for films. It has developed the toy line for James Cameron's film, Avatar, creating its action heroes, creatures and vehicles. They will come with a 3D web tag to offer interactivity to the toys with a computer's webcam, kids can "scan" the tag, unlocking biographical information on the figures on home computers.

RC