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Mattel creates buzz around the He-Man film with new action figures

Mattel has launched a line of action figure for its upcoming "Masters of the Universe"?live-action film, aiming to replicate the success of "Barbie", its smash hit movie from 2023.

To reinvigorate and boost demand, the toymaker has more than a dozen films in development.

Mattel's "Masters of the Universe", the second biggest theatrical release, follows "Barbie", which earned?more than $1.4billion worldwide and won an Academy Award.

The launch of the toy builds on the momentum created by last week's teaser trailer for the new film, which attracted more than 30,000,000 views on YouTube.

Roberto Stanichi is Mattel's Chief Global Brand Officer. He said that there was a lot of nostalgia about a toy range which first appeared in the 1980s. He said that they had been waiting to bring the line back in a manner that would honor the legacy.

Mattel's decision to relaunch its brand was based on finding the?right? team to produce the film, including Oscar-nominated Travis?Knight as director, said he.

The figures, which include He-Man and Skeletor, will be available globally in April for a price of about $25. This is around two months before Nicholas Galitzine's He-Man movie hits the theatres.

Jared Leto is the Skeletor villain, and there are also Idris, Alison Brie, Camila Mendes, and Alison Brie. Reporting by Louisa Off and Miranda Murray, both in Berlin. Mark Potter edited the article.

(source: Reuters)