Mattel has revealed a fresh range of action figures tied to its forthcoming live-action film Masters of the Universe, marking the company’s next major push to translate its toy brands into box office success. The release follows the extraordinary performance of Barbie in 2023, which became a global cultural moment and generated more than $A2.1 billion in worldwide ticket sales, alongside major awards recognition.

The new figures arrive as Mattel continues to expand its film slate, with more than a dozen projects currently in development. The strategy reflects a broader effort to breathe new life into long-running franchises by pairing theatrical releases with updated consumer products.

Interest in Masters of the Universe has already been building. A first teaser trailer for the film was released last week and has attracted more than 30 million views on YouTube, signalling strong early engagement from both long-time fans and new audiences.

Photo: REUTERS

Mattel’s chief global brand officer Roberto Stanichi said the decision to bring back the line was shaped by the enduring affection for the original toys, which first appeared in the 1980s. Speaking at the Nuremberg International Toy Fair in Germany, he said the company had waited until it felt confident it could honour the legacy while updating the brand for today’s market. He added that securing the right creative leadership was critical, pointing to the film’s director Travis Knight, an Academy Award nominee, as a key factor in moving the project forward.

The new action figures feature core characters including He-Man, Skeletor and Evil-Lyn. They are expected to retail for about $A39 and will begin rolling out globally from April, roughly two months before the film’s cinema release.

The movie stars Nicholas Galitzine in the lead role of He-Man, with Jared Leto cast as Skeletor. Supporting roles are filled by Idris Elba, Alison Brie and Camila Mendes. For Mattel, the coordinated launch of film and merchandise represents another test of whether nostalgia-driven brands can once again capture modern audiences on a global scale.