Mattel’s ‘Masters’ Plan: The Summer of He-Man Begins

One of the most heroic icons of the 1980s is back in a big way, as He-Man toplines a cinematic Masters of the Universe (MOTU) adventure, delivering on the promise of a franchise that’s been inspiring fans for more than four decades.

Behind the scenes, Mattel began development of a global consumer products program in parallel with production at Amazon MGM Studios, the company that finally managed to get a live-action film off the ground following years of false starts as the project passed through Warner Bros., Sony, and Netflix. Getting MOTU right meant creating something worthy of the big screen, avoiding the disappointment of Cannon Films’ 1987 attempt (which has since become a cult classic), and positioning the franchise for the future.

POWERFUL ALIGNMENT

For Mattel’s Nick Karamanos, Senior Vice President, Action Figures, Preschool & In-Licensing, that early alignment set the tone for everything that followed.

“Usually, as you know, our timelines are a good 18 months out as we start thinking about what we want to do,” Karamanos says. “As the movie was being developed and ideated and the scripts were being read and reread, we were in lockstep with Amazon MGM.”

That collaboration gave Mattel visibility into the film’s direction as it evolved, allowing teams to build products that reflect both the original brand’s DNA and the updated look of the new film, directed by Laika CEO and Academy Award nominee Travis Knight, a filmmaker with toyetic experience, having made his live-action debut helming Paramount’s Bumblebee, from Hasbro’s Transformers universe.

“We obviously want to honor the history,” Karamanos says. “The color palette, what Adam [played by actor Nicholas Galitzine] looks like — there are a ton of similarities to what we all remember growing up. But then you also do the updates where you need to and where it makes sense to make it more modern.”

Balancing legacy design and storytelling with modern execution drives the entire program.

BUILT FOR KIDS. BACKED BY LEGENDS.

“There are several important icons that are touchstones of the brand — He-Man riding Battle Cat; the fact that Castle Grayskull is both mysterious and scary; the menace of Skeletor and Snake Mountain — I think the mix of colorful characters, humor, and genuine menace are a perfect brew that can make MOTU resonate, even with audiences who didn’t grow up with the brand,” says Adam McCombs of Battle Ram Blog and He-Man.org, noting that the franchise has much to tap into for appeal, including a “perfect balance between technology and sword and sorcery.”

In the toy department, action figures remain the primary foundation of the MOTU brand, with a Kids Core line, collector-focused Chronicles assortment, and updated Origins — channeling the vintage, 1980s line’s 5.5-inch scale and beefy, muscular aesthetic — hitting a variety of price points and interests.

“Product quality is a non-negotiable for us,” Karamanos says. “The sculpts, the points of articulation, the accessories, the different faces, hands, the weapons — that’s the standard.”

That standard extends across packaging as well, which Mattel considers part of the total product experience. It also applies across internal development and external licensing, ensuring consistency throughout a program that reaches far beyond toys.

Mattel is working with more than 70 global partners, including Bioworld, BoxLunch, Factory Entertainment, Funko, Hot Topic, Mad Engine, Mondo, Monogram International, Muckle Mannequins, Open Road Brands, Rubies II, Spirit Halloween, and Zumiez, on collaborations spanning apparel and accessories, collectibles, publishing, lifestyle products, and more.

“You’ve got collectors who grew up with the franchise, fans who know about it and are ready to engage, and kids discovering it for the first time,” Karamanos says. “All of the partnerships are geared to hit those different consumers.”

An additional layer is that some of the partners were MOTU kids themselves, now forging products with an Eternian flair.

“The very first film I saw at the cinema was Masters of the Universe in 1987,” recalls Anthony Marks, Founder and Managing Director of U.K.-based Fanattik. “It is mind-blowing that Fanattik is now a kidult gift and collectible licensee for the franchise.”

INSPIRING IMAGINATION

Action figures and playsets tend to draw the most attention at retail, but role-play remains a key category for kids. The new movie presents epic moments that will spark kids’ imaginations.

“The transformation of Prince Adam into He-Man might be the most iconic thing in Masters of the Universe,” McCombs says, “And from what we’ve seen from the trailers, it really gets that right.”

For Mattel, capturing those iconic moments meant spending time on the film’s London set, observing how characters, costumes, and environments came together during production.

“There’s nothing like going to the set and seeing it, feeling it, hearing it,” Karamanos enthusiastically recalls. “I happened to be there when they were building Castle Grayskull. The smell of the lumber — it was incredible.”

Insights gathered on set helped connect the on-screen experience with what ultimately lands at retail, like a 27-inch Power of Grayskull Power Sword, complete with lights, sounds, and vibration.

Beyond the action aisle, Mattel’s MOTU product range also includes Barbie dolls, Hot Wheels die-cast, games, construction sets from Mattel Brick Shop, limited drops via Mattel Creations, and a full publishing program.

While the film carries an e-commerce giant’s name in the Amazon MGM Studios banner, the product line extends across major mass retailers, specialty accounts, and global partners.

“You’re going to see this everywhere around the world in brick-and-mortar,” Karamanos says. “Retailers have been amazing supporters because it all comes together with the product and what they’re seeing from the film.”

THE ADVENTURE CONTINUES

Mattel is investing in content designed to keep kids’ attention. New Masters of the Universe animation debuts on YouTube this summer, part of a multiyear MOTU roadmap.

“For us, it’s about the totality of the property and how we keep it going for kids,” Karamanos says. “That’s a huge part of the plan.”

Karamanos, who grew up with the original line, also says that the opportunity to work on the brand carries a personal dimension. His favorite character remains Trap Jaw, with an affection for Stinkor and a nod to the villains and deep cuts that often resonate most with dedicated fans. For McCombs, an appearance by his favorite character, Mer-Man, along with the famed dungeon grate from the original Castle Grayskull playset, remains on the wishlist.

Fanattik’s Marks believes there’s something bigger at play following meetings in London and Nuremberg earlier this year. “Retailers are seeing this new film as a gateway to a whole revival of interest in the classic cartoon show,” he says. “My prediction is that the original series is going to be the next retro title to have its time in the sun once again.”

As audiences experience Eternia on June 5, Mattel is betting that the power of Grayskull still holds — not as a dusty relic, but as a living, shining, evolving brand with room to grow. If that vision connects, new generations will forever “HAVE THE POWER!”

A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!

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