Convention - SDCC 2025 : Mattel’s Masters of the Universe Booth Blends Nostalgia and Innovation

By Mulder, San Diego, Convention Center, 23 july 2025

The Mattel booth at San Diego Comic-Con 2025 was more than just a display of toys—it was a pilgrimage site for anyone who has ever held the power of Grayskull in their hands. This year, the spotlight was firmly on Masters of the Universe, and the experience felt like stepping directly into the mythos of Eternia. Fans were greeted with towering visuals of He-Man, Skeletor, and Castle Grayskull itself, flanked by decades of rich lore rendered in vibrant, physical form. It was a presentation that balanced reverence for the franchise’s nearly 45-year history with a willingness to embrace bold, unexpected innovation. The result was a booth that didn’t just show toys—it told stories. From the moment attendees entered, the feeling was one of walking into a world where nostalgia met reinvention, where long-time collectors mingled with younger fans seeing these icons for the first time, each sharing the same wide-eyed wonder.

The crown jewel of the booth was undoubtedly the Masters of the Universe Vintage Castle Grayskull Playset with Display Mat & Spaceman Figure, a lovingly crafted homage to Mark Taylor’s original prototype that nonetheless found ways to surprise even the most seasoned MOTU devotees. Unlike previous iterations, this new version embraces a more grounded aesthetic, with a gritty gray exterior and mossy green accents that make the fortress feel as ancient and powerful as the legends say. Inside, the details were pure magic: the iconic Jawbridge opening with a satisfying clack, an elevator connecting warriors to the upper level, a laser blaster positioned to repel invaders, and a trap door leading directly to the prisoner cell. Each of these classic play features triggered the same sense of discovery fans remember from childhood, while modern touches like the Stygian Moat mat and the inclusion of a special edition Space Suit figure—an affectionate nod to a sticker from the vintage set—spoke to Mattel’s deep knowledge of, and respect for, the franchise’s most minute details. Built to a 5.5-inch scale to accommodate most Origins figures, the set’s clamshell design allowed it to fold neatly for storage, proving that practicality and grandeur can coexist.

Another standout—and perhaps the boldest crossover in recent MOTU history—was the SDCC-exclusive Masters of the Universe® Turtles of Grayskull™ Skele-Shredder. This imaginative fusion sees Skeletor, the Lord of Destruction, merged with the ruthless Shredder from Teenage Mutant Ninja Turtles lore, resulting in a villain that feels both familiar and thrillingly alien. Priced at $45, the deluxe figure comes packed with interchangeable heads, signature weapons, and a custom throne that exudes villainous gravitas. It’s a mash-up that bridges two pop culture empires, uniting Eternia with the shadowy streets of New York City in a way that feels organic rather than gimmicky. Fans gathered around the display case to examine every detail, from the jagged edges of the armor to the gleam in Skele-Shredder’s eyes, and the excitement was palpable. Conversations quickly shifted to speculation about future crossovers, with many attendees imagining equally daring combinations that could follow.

Beyond these headline reveals, Mattel also showcased the latest additions to its Masterverse and Origins lines, reinforcing the company’s commitment to offering something for every tier of collector. The Masterverse 7-inch scale figures were particularly impressive, offering more intricate sculpting, improved articulation, and dynamic posing possibilities that elevate them beyond mere display pieces into miniature works of art. Meanwhile, the Origins line retained its charm by sticking to classic proportions and aesthetic cues, allowing newer pieces to slot seamlessly alongside vintage collections. This dual-track approach—balancing nostalgia with technical innovation—has become a hallmark of Mattel’s recent strategy for Masters of the Universe, ensuring that both purists and modern toy enthusiasts find plenty to love.

The emotional resonance of the booth was heightened by comments from PJ Lewis, Senior Vice President of Global Marketing at Mattel, who reflected on the synergy between the toy line and the upcoming Masters of the Universe live-action film. Standing amid the booth’s centerpiece displays, PJ Lewis recalled the moment he saw the Power Sword and key set pieces from the movie up close. For him, the experience was a goosebump-inducing reminder of why this franchise has endured: its ability to spark imagination and to blur the line between tangible and mythical. He praised director Travis Knight’s vision for the film, highlighting the collaborative design process that allowed the movie’s aesthetic to honor the deep history of Eternia while presenting it in a way that would resonate with new audiences. That sense of collaboration was evident in the booth itself, where the cinematic ambitions of the franchise seemed to harmonize perfectly with the tactile joy of collecting and playing.

In the end, the Masters of the Universe presence at SDCC 2025 was far more than a marketing push—it was a celebration of a living, evolving mythology. From the painstaking recreation of Castle Grayskull’s legendary halls to the playful audacity of a Skeletor-Shredder hybrid, every reveal felt like a conversation between the past and the future. Fans left not only with exclusive figures in their bags but with the renewed conviction that Eternia’s stories—of heroes, villains, and the eternal struggle for power—still have countless chapters left to tell. As Mattel continues to bridge generations with a mix of reverence and risk-taking, one thing is certain: for Masters of the Universe, the power is still very much theirs.

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Photos and video : Boris Colletier / Mulderville