Finance
Mattel builds He-Man movie buzz with new action figures
Published by Global Banking and Finance Review
Posted on January 29, 2026
2 min readLast updated: January 29, 2026
Quick Summary
Mattel introduces He-Man action figures ahead of its new movie, aiming to revive the brand with a star-studded cast and nostalgic appeal.
Mattel Sparks Excitement for He-Man Movie with New Action Figures
Mattel's Strategy for He-Man Movie
NUREMBERG, Germany, Jan 29 (Reuters) - Mattel launched a new line of action figures on Thursday for its upcoming live-action movie "Masters of the Universe", aiming to repeat the success of its 2023 smash hit "Barbie".
The toymaker has more than a dozen movies in development as it looks to reinvigorate its brands and spur demand.
"Masters of the Universe" is Mattel's second major theatrical release after "Barbie", which grossed more than $1.4 billion worldwide and won an Academy Award.
Nostalgia and Brand Revival
The toy launch builds on momentum from the new movie's first teaser trailer, released last week, which has since racked up more than 30 million YouTube views.
Roberto Stanichi, Mattel's chief global brand officer, said there was a lot of nostalgia for a toy line that first came out in the 1980s. "So we've been waiting for the right moment to bring it back in a way that really delivers on the legacy", he said at the Nuremberg International Toy Fair in Germany.
The decision to relaunch the brand was driven by Mattel finding the right team to make the movie, led by Oscar-nominated director Travis Knight, he told Reuters.
Action Figures and Movie Details
The action figures - including He-Man, Skeletor and Evil-Lyn - will retail for about $25 and roll out globally from April, around two months before the movie, starring Nicholas Galitzine as He-Man, hits theatres.
Star-Studded Cast
The cast includes Jared Leto as the villain Skeletor, as well as Idris Elba, Alison Brie and Camila Mendes.
(Reporting by Louisa Off in Nuremberg and Miranda Murray in Berlin. Editing by Mark Potter)
Key Takeaways
- •Mattel launches new He-Man action figures for upcoming movie.
- •The movie aims to replicate the success of the 'Barbie' film.
- •Figures include iconic characters like He-Man and Skeletor.
- •The movie features a star-studded cast including Jared Leto.
- •Mattel targets nostalgia to revive the 'Masters of the Universe' brand.
Frequently Asked Questions about Mattel builds He-Man movie buzz with new action figures
1What is brand revival?
Brand revival refers to the process of reintroducing a brand to the market, often leveraging nostalgia or updated marketing strategies to attract new customers and rekindle interest.
2What are action figures?
Action figures are poseable toys representing characters from movies, comics, or video games, often aimed at children and collectors, and used for play or display.
3What is nostalgia in marketing?
Nostalgia in marketing is a strategy that evokes fond memories of the past to create emotional connections with consumers, often leading to increased engagement and sales.
4What is a teaser trailer?
A teaser trailer is a short promotional video that provides a glimpse of an upcoming film, designed to generate excitement and anticipation among audiences.
5What is a live-action movie?
A live-action movie features real actors and sets, as opposed to animated films, combining live performances with visual effects to tell a story.
