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Sunday, October 24, 2010


MAXx FX is probably one of the coolest toy-lines ever created, but unfortunately, only produced one action figure. The toyline was created in 1988 by a man named Mel Birnkrant and produced by Matchbox Toys. The overall idea for MAXx FX was simple - MAXx was an 11 1/2 inch doll that was a make-up FX man who could transform himself into your favourite Hollywood Horror madman.

The first (and only) figure to be released in the MAXx FX line was everyone's favourite serial killer rapist, Freddy Krueger.
Freddy MAXx FX Toy

This really was an ingenious idea for a toyline. It taught kids about movie magic and it allowed them to have fun dressing up Maxx, just like a Barbie. Surprisingly enough, this Freddy doll wasn't the cause of the MAXx FX downfall, it was a DIFFERENT Freddy doll... a talking Freddy Doll released by non-other than MAXx FX producers Matchbox Toys. 

When a religious group discovered Matchbox's Talking Freddy Krueger, they went completely apeshit. They went to great lengths to boycott this toy, ultimately leading to the boycotting of Matchbox's MAXx FX Freddy as well. 

Here's an article about the controversial doll that ran in '89

So, the good news was that both Freddy dolls actually saw release and made it into the hands of some very happy children, the bad news... the rest of the MAXx FX toy line was canned. Now the reason I believe it could have been the coolest toyline ever was that there were so many possibilities for other costumes that Maxx could wear. 

The plan was to take all the different famous monsters and make outfits for good ole' Max to dress up in. Mel's original line of prototypes he presented to Matchbox included a werewolf, a mummy, a caveman, some kind of alligator/creature costume and even a Jason Voohrees from the Friday the 13th series. And these were only the tip of the iceberg of what Mel could have done with the line...

As you can see, the Freddy that actually got released was changed slightly and so was Maxx himself. 

These weren't the only dolls that didn't see release that year or any year after. They also had plans for a Frankenstein, Dracula and Alien MAXx FX dolls. All three of the dolls actually made it onto the back of the Freddy doll's box. 

A figure for the Creature from the Black Lagoon was also created, but never advertised or produced. 

Here's a closer look at Frankenstein, Dracula and Alien...

In addition to the numerous prototypes created, there were also designs made up for a playset - Max Miracle's Movie Van!

Matchbox really did have plans to release more figures in this line, but due to the bad rap the Talking Freddy received, the entire line was cancelled and never to be seen of again. You can still find the Freddy doll at conventions, ebay and used toy stores. It's just unfortunate we will never see the rest of the line. 

The entire story of the MAXx FX doll line is available on Mel Birnkrant's website. He goes into great detail about the genesis of the series and the death of MAXx FX. For those of you with some time to kill, I highly recommend you check it out. He has tons of other pictures of the dolls I mention above and more details about each of the designs. 


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