Mattel, Perfect Sports Launch He-Man Protein Line for Men 45 to 54
Updated
Updated · The New York Times · Jun 11
Mattel, Perfect Sports Launch He-Man Protein Line for Men 45 to 54
2 articles · Updated · The New York Times · Jun 11
Summary
Perfect Sports has rolled out a limited-edition line of He-Man-branded whey protein and other supplements tied to “Masters of the Universe.”
Mattel is using the launch to extend the movie into a broader merchandising push and tap strong U.S. demand for muscle-building protein products.
Men ages 45 to 54 are the film’s biggest audience segment, according to PostTrak, giving the brand a direct pitch to 1980s He-Man fans now in middle age.
He-Man, created more than 40 years ago, is being repositioned beyond toys and film as a lifestyle brand aimed at athletes and casual gym-goers.