Max Steel is one of Mattel's big pushes this year in the Boy's market - definitely not geared towards collectors. this is aimed squarely at kids.
Although relatively unknown in the US, Max Steel is one of the most popular properties in South America. It's been running constantly since 1999 and has appeared in various forms throughout its run. Mattel is now banking on this same success in the US with their new toy line.
To me, this looks like a Ben 10 clone. I don't see anything new or exciting here. the figures look mediocre, and the spinning tops have been done better by other companies. But who knows, I could be wrong.
Note: apparently the girl in the product demo is actress Trisha Hershberger. I didn't know Mattel hired actual talent for demos - I thought they were just PR lackeys. Who knew?