Mattel Masters of the Universe. Picture: Mattel
Global rollout kicks off 25 April 2026 across toys, collectibles, apparel, and more
Mattel has officially pulled back the curtain on a sprawling new “Masters of the Universe” product lineup, timed to launch alongside the upcoming live-action film. The global rollout begins 25 April 2026, with products spanning toys, collectibles, gaming, apparel and publishing.
The new range is tied directly to the live-action movie from Amazon MGM Studios and Mattel Studios, which is set to hit South African cinemas on 5 June 2026 before rolling out internationally later in June.
A Full-Scale Franchise Push
Mattel is positioning “Masters of the Universe” as a major cross-category franchise revival. The initial wave includes:
- Action Figures: New lines include Kids Core, Chronicles Collector, and Origins stylisations, all inspired by characters from the film.
- Barbie Signature Collection: He-Man and Teela get the Barbie treatment, complete with themed battle gear and premium packaging.
- Hot Wheels: He-Man and Skeletor face off in character-themed 1:64 scale die-cast cars.
- Mattel Brick Shop: A buildable Snake Mountain Lair set featuring lava effects and NanoWorld figures.
- UNO: A themed card game with a “Sword of Power” rule twist.
Additional product drops are planned throughout the year, supported by exclusive retail collaborations and a wide network of global partners.
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Over 70 Licensing Partners Onboard
Mattel is going big on licensing, with more than 70 partners contributing to the extended product ecosystem. These collaborations will expand the brand into apparel, accessories, collectibles, and lifestyle products through 2026 and into 2027.
Expanding Into Publishing
Beyond physical products, Mattel is also growing the franchise through a new publishing initiative. The 2026 slate includes:
- A young adult novel focused on Teela
- A junior retelling of the film
- A graphic novel set in the movie universe
- A behind-the-scenes art book
The Bigger Picture
According to Mattel, the goal is to bridge nostalgia with a new generation of fans, using the film as a launchpad for a broader entertainment ecosystem.
With a global retail rollout starting in April and the film landing in June, “Masters of the Universe” is shaping up to be one of Mattel’s biggest franchise plays in years.
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