Critical analysis of Mattel's 'Masters of the Universe' film as failed brand management
By
David Fear
Crackling crust, pillowy middle. The kind of bagel that earns a second cup of coffee.
Summary
A critical opinion piece arguing that Mattel's attempt to create a 'Masters of the Universe' film following the success of Greta Gerwig's 'Barbie' is a cynical, poorly executed brand management exercise. The author contends that unlike Barbie's subversive and self-aware approach, the He-Man movie lacks artistic merit, critical perspective, and understanding of what made Barbie work, instead serving as hollow nostalgia-bait for men who felt excluded by Barbie's feminist themes.
Key quotes
· 3 pulledThis attempt to make 'Barbie' for Eighties-nostalgia–loving dudes is not a movie. It is extremely bad brand management.
You can almost picture it: A group of Mattel C-suite executives sitting around a conference table, watching a V.P. gesture toward charts and graphs depicting profit margins around Barbie.
Rather, it was how that subversive megahit managed to both question and celebrate the legacy behind the I.P., walking a fine gossamer line between.
You might also wanna read
'Masters of the Universe' Review: He-Man Film Offers Charming, Derivative Take on Toy Franchise
A review of Travis Knight's "Masters of the Universe" film, which is based on the He-Man toy franchise created by Mattel. The review discuss
IndieWire·2d ago
Masters of the Universe Review: A Fan-Focused Film That Delights Devotees but May Not Convert Newcomers
The article reviews the new Masters of the Universe film directed by Travis Knight (Bumblebee), arguing it is a film made by a fan for the f
'Masters Of The Universe' Review: Nicholas Galitzine Brings Charm to He-Man in Travis Knight's Amusing Mattel Adaptation
A review of Travis Knight's new 'Masters Of The Universe' film, which brings the iconic Mattel toy line back to the big screen. Nicholas Gal
Deadline·2d ago
Mattel Unveils Masters of the Universe Origins Battle for Subternia 4-Pack Army Builder Set
Mattel has unveiled a new Masters of the Universe Origins collectible set called the Battle for Subternia Four-Pack. This army-builder colle
Travis Knight Defends 'Masters of the Universe' Film Against Online Skepticism
Travis Knight, director of the new "Masters of the Universe" movie, addresses online cynicism and skepticism surrounding the project. Despit
IndieWire·13h ago
Masters of the Universe remake arrives after decades of development — can it succeed where the original failed?
The article discusses the long-awaited semi-live-action remake of Masters of the Universe, analyzing why the original 1980s property failed
Decider·1d ago