To build sales and pump up profits - He-Man, Masters of the Universe action figures relaunched - Statistical Data Included

DSN Retailing Today, August 26, 2002

He-Man [TM] and the Masters of the Universe [TM] is scheduled to air one time per week during the popular Toonami Block on Cartoon Network [R] starting in September and run up to 12 times per week starting in November.

More exposure for He-Man[TM] and the Masters of the Universe[TM] will be garnered by a major fast food restaurant promotion in spring 2003. There is also a Web site, www.he-man.com, as well as a national watch and win promotion where viewers will have the chance to win related prizes. This is yet another powerful marketing tool to get He-Man[TM] and the Masters of the Universe[TM] in front of target consumers.

POWER AT POINT OF SALE

The "I Have the Power" theme will be echoed at the point of sale through signage opportunities, making it easy for kids to locate merchandise sporting their favorite character. There's a host of He-Man[TM] and the Masters of the Universe[TM] merchandise set to hit retailers' shelves beginning Fall '02 and create the same excitement generated in the 80s.

Leading the pack are toys from Mattel, but that's just the beginning. Plans call for everything from soft lines to vitamins.

In response to retailer demand, He-Man[TM] and the Masters of the Universe[TM] will feature many account-specific promotions. Mattel will work with retailers to create "retail entertainment centers" using "I Have the Power" graphics and He-Man[TM] and the Masters of the Universe[TM] boutiques. Multiple purchasing will be driven by a "collect them all" continuity promotion urging kids to own all of their favorite characters.

For the collector side of the business, there will be displays and events at collector shows. Collectors play a big role in what is surely to be a successful relaunch

RELATED ARTICLE: HE-MAN[TM] AND THE MASTERS OF THE UNIVERSE[TM] POWER

* Multigenerational appeal that exceeded $2 billion in toys and license sales within a decade

* Television series to air on Cartoon Network[TM]--starting September 2002

* Over $20 million planned in retail promotions advertising

* Targets 4- to 12-year-old boys

* Backed by Mattel's entertainment marketing expertise