On October 1, 2019, Maxell Corporation of America announced it would assume responsibility for all operations related to both Hitachi- brand and Maxell-brand projector products and accessories in the North American market.

Part of the change is dropping the expensive cobalt element and using "nano infused lithium" with manganese, with twenty times more power storage, and the ability to mass-produce it inexpensively.

The performance of the XLII-S (CrO2) and MX (pure metal particles) cassettes was highly regarded in the pre-digital domestic recording medium.

[citation needed] However in 2023 Maxell has started producing and selling UR cassettes outside of Japan on online marketplaces such as Amazon.

[12] Maxell projectors are available in a range of lumens, resolutions, sizes, and colors for classrooms, conference rooms, houses of worship, and venues.

The "blown away guy" image became quite popular, and has been copied and parodied numerous times, including in the 1992 John Ritter film Stay Tuned (where a character's head is blown off by a "Max-Hell" tape), in the 1995 episode "Marge Be Not Proud" of the animated Sitcom the Simpsons, in the 2005 episode "Model Misbehavior"[16] of animated sitcom Family Guy, and in the 2010 movie Jackass 3D, where Ryan Dunn sits in a chair while the blast from a jet engine sends the set blowing away.

"Get blown away" was the headline, while the copy urged consumers to use Maxell accessories to "make your small iPod sound like a huge audio system".

Additionally, a separate ad on the theme of the American Blown Away campaign was filmed for the UK, with musician Peter Murphy of the group Bauhaus as the man in the chair, and Night on Bald Mountain by Modest Mussorgsky as the music.