Mattel and Amazon MGM Studios to discuss ‘Reimagining Masters of the Universe’ at BLE 2025

Mattel and Amazon MGM Studios will be presenting the opening day keynote at this year’s Brand Licensing Europe, which runs from October 7th to 9th at Excel London.

The session – titled ‘A Legend Reborn: Reimagining Masters of the Universe’ will take place at 1:30pm on October 7th. Chaired by License Global’s Ben Roberts, the session will see Josh Silverman, Chief Franchise Officer at Mattel, and Greg Coleman, Global Head of Integrated Marketing at Amazon MGM Studios, unpack the strategy and storytelling behind the Masters of the Universe franchise revival – ahead of next summer’s Masters of the Universe movie.

“Our keynote at Brand Licensing Europe marks the first step in unveiling a truly cross-platform revival – one that unites compelling storytelling, deep fan connection and innovative consumer experiences,” said Josh Silverman, EVP and Chief Franchise Officer, Mattel Inc.

“From the big screen to the toy aisle and beyond, this is the most ambitious evolution of Masters of the Universe to date, and we can’t wait to share what’s next.”

Greg Coleman, Global Head of Integrated Marketing at Amazon MGM Studios, said: “With Masters of the Universe, we’re creating an epic, cinematic experience that honours the property’s rich history while blazing new creative territory. At BLE, we’re excited to offer an exclusive behind-the-scenes look at how we’re bringing Eternia to life through state-of-the-art filmmaking. Together with our partners at Mattel, we’ll showcase this world to both longtime fans and new generations through exciting licensing and brand opportunities.”

Ella Haynes, BLE event director, added: “This is a phenomenal opportunity for everyone involved in brand licensing – retailers, manufacturers and brand owners – to hear how one of the biggest toy brands in the world crafts the revival of a much-loved heritage brand like Masters of the Universe, and how this rebranded franchise is then brought to life from creative to entertainment and retail.

“There really is something in this session for everyone as it looks at the power of nostalgia and fandom as well as the science behind it, how to revive a brand and successfully take it to retail, and how to future proof it once revived. This is a must-attend event and my advice to everyone at the show is, arrive early.”

You can register for a free BLE pass here.

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