US EditionMattel Builds He-Man Movie Buzz with New Action Figures
Mattel's new Masters of the Universe figures feature movie-accurate likenesses of the film's cast with prices from $24.99 to $39.99, launching spring 2026.
- At the Nuremberg International Toy Fair, the toymaker revealed movie-accurate Masters of the Universe: Chronicles figures tied to the film, with sales starting April 25 before the June 5 release.
- Seeking to echo Barbie's returns, Mattel is relaunching Masters of the Universe after finding the right team led by Oscar-nominated director Travis Knight, driven by nostalgia and brand reinvigoration with more than a dozen movies in development.
- Collectors will note the first wave features He-Man, Teela, Battle Cat, Man-at-Arms, Skeletor, Evil-Lyn, Trap Jaw and Tri-Klops with 30 points of articulation and premium packaging; Battle Cat is priced at $39.99, other figures at $24.99.
- Mattel is banking on trailer momentum and cast posts as several cast members posted selfies with their figures, with Sam C. Wilson saying `I've been made into a toy, it would seem,` and Alison Brie sharing photos.
- Rolling out from April, the figures target collectors and broader retail customers, aligning with Mattel's brand-reinvigoration strategy and supporting more than a dozen movies in development.
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14 Articles
Mattel unveils He-Man action figures ahead of ‘Masters of the Universe’, seeking to repeat ‘Barbie’ success
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."
See Nicholas Galitzine, Camila Mendes, Alison Brie's 'Masters of the Universe' action figures
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