EL SEGUNDO, Calif.--June 11, 2002-- He-Man®, the most powerful man in the universe, and the Master's of the Universe® will take Licensing 2002 International by storm as Mattel, Inc. reveals, for the first time, a preview of the new animated television series featuring an updated He-Man and cast of characters, as well as its multi-category merchandising program reflecting both the classic and new look of He-Man, along with the new toy line that debuted earlier this year and is scheduled to be at retail this fall.
There will also be personal appearances by He-Man and Skeletor® characters. At the Licensing Show, Mattel will also highlight its Hot Wheels 35th Anniversary consumer products program as the Hot Wheels brand prepares to celebrate 35 years as the "World's Coolest Car Company." Licensing 2002 International takes place June 11-13 at Javitz Center in New York City. Mattel will be located at Booth #3705.
"We're very excited to be presenting merchandise for two of the most powerful pop culture brands in the world at this year's Licensing Show," said Jeffrey Orridge, Vice President, Worldwide Consumer Products for Mattel's Boys/Entertainment division. "Both Masters of the Universe and Hot Wheels are established brands with a rich history of delivering fun and excitement to kids around the globe. For nearly 20 years, He-Man and the Heroic warriors of Eternia have inspired kids to believe in themselves and stand-up for good. The new He-Man offers kids an updated look to a classic hero," said Orridge.
"Equally, Hot Wheels has easily earned its place in toy history not only as the number one selling vehicle(a), but also as a lifestyle brand for guys of all ages."
Originally launched in 1982, He-Man quickly became one of the most powerful brands in the universe. Now He-Man and the Masters of the Universe are back, not just as a toy line, but as a mega-brand backed by a wide range of merchandise and a new television series, which will air on Cartoon Network beginning this fall. Produced by Mike Young Productions, the series will kick-off with a new 90-minute movie premiere that tells the never-before-told story of how Prince Adam became He-Man. Twenty-six original episodes are planned to follow, airing Fridays during Toonami, Cartoon Network's afternoon action-adventure franchise.
"He-Man reached the status of a brand back in the '80s due to success," said Charles Riotto, president, International Licensing Industry Merchandisers Association. "He-Man has already accomplished being in the marketplace for a long time and has had long-term success, and with the tremendous potential for its revival, I think the prospects for it continuing that tradition are outstanding."
In 2003, Mattel will celebrate the 35th anniversary of Hot Wheels cars with a worldwide, integrated marketing campaign aimed at both the kid and adult Hot Wheels fan.
The #1-selling toy industry-wide for three years running(a), more than two billion Hot Wheels cars have been produced since 1968 - more than Detroit's "Big Three" have manufactured combined. Since its introduction five years ago Hot Wheels Consumer Products has evolved into a global lifestyle brand, with Hot Wheels-branded products representing the largest portion of the Boys/Entertainment division's licensed-product revenue. Mattel's global licensing business, which also includes Girls/Barbie and Fisher-Price, is roughly $1.7 billion in retail sales annually.
Mattel, Inc. is a worldwide leader in the design, manufacture and marketing of toys. With headquarters in El Segundo, Calif., Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations around the world. For more information on Mattel products log-on to www.mattel.com.
(a) According to NPDs TRSTS data
