Written by Mattel’s Chief Franchise Officer Josh Silverman spoke to License Global recently to preview their involvement at Brand Licensing Europe next week, where representatives from both Amazon MGM Studios and Mattel will be keynote speakers.
Presenting “A Legend Reborn: Reimagining Masters of the Universe”, Mattel (in part) will be unpacking the strategy and storytelling behind their revival of the Masters of the Universe franchise… and here are some highlights of the somewhat vague sneak peek that Josh shared:
On “Masters of the Universe” Movie Director Travis Knight:
"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. 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.”
How Mattel views the new Masters of the Universe film:
“We view the film as the ignition point for a broader digital narrative. 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.
Mattel’s plans for the Masters of the Universe brand after the Movie’s credits roll:
"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.”
What Mattel calls “new-stalgia”:
“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. 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"
Brand Licensing Europe (BLE) will run from October 7th through October 9th, in London. To read the full article, head on over to License Global.
And thanks to the awesome @sketchyskeletor for the ‘heads up’!
We’ll see you next time!
Can’t wait for Tuesday
He keeps mentioning Eternia which is heartening considering so many people worrying that the movie will spend too much time on earth.
I’m sure this movie will spend about as much time on Earth as his Transformers movie spent on Cybertron.
@smitty-81 that was good 🤣
Calm before the storm when Mattel and Amazon MGM drop the drawbridge at BLE!
There’s a lot of good info in that interview that details Mattels plans for next year and beyond as well as their expectations for the film. The fact they’re not banking all the success on box office receipts but rather on trying to create a cultural moment as well as appealing to all us old fans while bridging the gap to the new fans so they say “I have the Power!" is great!
Really excited for next year and what’s to come. Hopefully Mattel gets involved with MOTUniverse and brings the Eternia pop up and marketing there too!
This article convinced me Mattel knows what to do