Classic Media is also targeting the boys' toys aisle, with Masters of the Universe and Voltron. Nicole Blake, the executive VP of global marketing and consumer products at Classic Media, acknowledges the challenges with this space. "You have properties that were developed via feature films," Blake notes. "That makes it more competitive."
Nevertheless, she expects both Masters of the Universe and Voltron to fare well with licensing and retail partners given their deep brand heritage. Masters of the Universe turns 30 this year and Classic Media has lined up several new partners to compliment the Mattel toy line, including apparel, DVDs and bobbleheads.