In less than a year, Masters of the Universe will return to silver screens as a new live-action film starring Nicholas Galiltzine as the “Most Powerful Man in the Universe.” Additionally, Mattel is gearing up to unleash a multi-faceted marketing blitz to bring He-Man, Skeletor, and the rest of the Masters of the Universe to the forefront of cultural relevance with the brand.
Recently, Chief Franchise Officer for Mattel, Josh Silverman spoke with License Global about how the company is approaching the MOTU brand and how they plan to implement a successful marketing strategy to reignite fan excitement for the vast world of Eternia.
“At its core, ‘Masters of the Universe’ is built on a rich mythology – an expansive fantasy world filled with complex characters, origin stories and timeless battles between good and evil,” says Josh Silverman, chief franchise officer, Mattel. “This deep lore has created a passionate global fanbase and laid the foundation for decades of creative reinvention.”
As the live-action MOTU film approaches its June 6, 2025 theatrical release, Silverman spoke about the film’s director Travis Knight and why he was chosen to bring the legendary brand to the big screen.
“Travis is creating an epic world-building fantasy that honors Eternia’s lore and iconography, while introducing fresh characters, visual textures and thematic layers that speak to today’s audiences,” says Silverman. “Moreover, he has brought together a best-in-class team across cast, costume, set design and props, who all understand that nostalgia isn’t about replication – it’s about resonance.”
Silverman further spoke about the importance of generational appeal for Masters of the Universe and how Mattel is striving to satisfy the loyal fanbase while welcoming new fans.
“One of the most powerful bridges between these groups is parents who grew up with ‘Masters’ and are now excited to share their favorite characters and stories with their own children,” says Silverman. “It becomes a shared experience, rooted in nostalgia for one generation and discovery for the next. It’s not about choosing one over the other – it’s about building an ecosystem where both audiences see themselves reflected in the brand. We call this approach ‘new-stalgia’ – honoring the emotional connection of longtime fans while delivering something fresh and exciting for kids today.”
Silverman views the upcoming film as the logical jumping-off point to reinvigorate the MOTU brand.
“We view the film as the ignition point for a broader digital narrative,” says Silverman. “Expect serialized content drops, behind-the-scenes storytelling, character spotlights and fan-interactive lore across YouTube, TikTok and Instagram. Eternia will come alive 24/7 and across all platforms, not just in theaters. Post-film, we’re building toward an expanded storytelling ecosystem that ensures fans can continue to engage with the world of ‘Masters’ long after the credits roll. From immersive narrative moments to gameplay-inspired extensions, the franchise will evolve into a living, breathing digital universe.”
It’s an exciting time to be a fan of Masters of the Universe. For the past few years, the brand has experienced a broad renaissance across toy lines and animated shows. In 2019, Mattel released its Masters of the Universe Origins toy line which is still proving to be a successful six years later with new releases being revealed regularly. In 2021, Netflix released “Masters of the Universe Revelation” alongside the Masters of the Universe Masterverse toy line. Also in 2021, Netflix released the CGI series “He-Man and the Masters of the Universe.” In 2023, a follow-up series to its successful 2021 Revelation series, “Masters of the Universe Revolution” was released by Netflix to critical success. Additionally, the brand has continued to prove its relevance across multiple comic book series from Dark Horse Comics, collector grade statues by Sideshow Collectibles and Iron Studios, and deluxe action figures by Mondo.
“For us, true success means creating a true cultural moment. We define success through by-franchise-vitality: sustained consumer engagement, licensing expansion, social impact and narrative relevance across media and pop culture. We’re tracking everything from merchandise velocity and fan sentiment to digital engagement and multi-year brand footprint. If we’ve inspired a new generation to shout, ‘I have the power!’ then we’ve done our job.”