Key facts
- Mattel is using the "Masters of the Universe" franchise to promote protein supplements.
- The original He-Man action figure was designed with an extremely muscular physique.
- Two new He-Man series are set to be released on Netflix in 2024.
- A significant trend in health and wellness involves increased protein consumption.
- Protein bars have historical roots in bodybuilding and early space exploration food development.
Mattel is capitalizing on the current health and wellness trend of increased protein consumption to promote its "Masters of the Universe" franchise. The iconic He-Man character, originally designed with an exaggeratedly muscular physique, serves as a fitting mascot for this protein-centric marketing push.
The original He-Man action figure, released in 1981, was conceived by designer Roger Sweet to be exceptionally muscular, making other toys appear "wimpy." Sweet, inspired by Charles Atlas advertisements and his own desire for physical power, aimed to create a compelling figure that embodied strength and virility. The character's name itself was chosen to reflect these qualities. He-Man's physique, which introduced concepts like obliques and serratus anterior to a young audience, was a significant departure from the more average proportions of previous action figures.
Despite the "Masters of the Universe" line being cancelled in 1987, He-Man is set for a resurgence with two new series on Netflix in 2024: "Masters of the Universe: Revelation," an anime-style homage for adults, and "He-Man and the Masters of the Universe," a CGI reimagining for children. The character in promotional material for the latter appears physically larger than previous iterations.
The broader cultural fixation on protein is evident, with a 2024 survey indicating that 71% of American adults are trying to consume more protein. Influencers and health professionals are actively promoting higher protein intake, often exceeding recommended dietary guidelines. This trend is reflected in the proliferation of protein bars and powders, which have evolved from niche bodybuilding supplements to mainstream consumer products with roots tracing back to early 20th-century bodybuilders and NASA's space food development.