NUREMBERG, Germany, Jan 29 - Mattel introduced a fresh range of action figures on Thursday that tie into its forthcoming live-action movie "Masters of the Universe", the company said at the Nuremberg International Toy Fair. The launch is intended to generate consumer interest ahead of the film and follows the toymaker's recent success with the theatrical release "Barbie".
The toymaker is working on more than a dozen film projects as part of an effort to reinvigorate its portfolio of toy brands and stimulate demand across its toy franchises. "Masters of the Universe" marks Mattel's second major studio release following "Barbie", which earned in excess of $1.4 billion worldwide and received an Academy Award.
Mattel highlighted early audience engagement for the new title: the teaser trailer released last week has exceeded 30 million views on YouTube. Roberto Stanichi, Mattel's chief global brand officer, described strong nostalgic interest in the toy line that originally debuted in the 1980s and said the company had been waiting for the right moment to relaunch the brand in a way that honors its legacy. He made the remarks at the Nuremberg International Toy Fair in Germany.
The decision to revive the line was influenced by securing a film team led by Oscar-nominated director Travis Knight, Stanichi said. The new action-figure assortment will include characters such as He-Man, Skeletor and Evil-Lyn. The figures are planned to retail for about $25 each and will be distributed globally beginning in April, roughly two months prior to the movie's theatrical debut.
The film stars Nicholas Galitzine as He-Man. The cast also features Jared Leto as Skeletor, along with Idris Elba, Alison Brie and Camila Mendes.
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