Mattel unveiled a new Masters of the Universe action‑figure line at the Nuremberg International Toy Fair on January 29, 2026. The figures will begin retail distribution on April 25, 2026, aligning with the film’s marketing cycle.
The launch is part of Mattel’s broader IP strategy to monetize its classic brands through film and merchandise. The upcoming live‑action film, directed by Travis Knight and starring Nicholas Galitzine as He‑Man and Jared Leto as Skeletor, is slated for a June 5, 2026 theatrical release.
The film’s estimated budget of $170–$200 million positions it as a major investment in Mattel’s entertainment arm, following the success of the Barbie franchise. The action figures are designed to mirror key movie characters, targeting both collectors and younger fans, and are priced in the $20–$30 range.
Mattel’s Q3 2025 results showed a 6% decline in net sales, but the company is pursuing cost‑control measures and a shift toward high‑margin IP‑driven products. The Masters of the Universe launch is expected to contribute to a rebound in the action‑figure segment, which has historically driven strong seasonal sales.
Analysts view the launch as a strategic bet on the film’s performance, noting that the timing of the figure rollout ahead of the June release is intended to build pre‑sale momentum and create a cross‑channel marketing loop between the movie and merchandise.
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