The reappearance of three action heroes is part of a strategy hatched by Ynon Kreiz, Mattel's chief executive, to capitalize on the company's intellectual property by reviving old brands for new generations. ...Major Matt Mason, an astronaut action figure, was introduced in 1967 and saw success until children began to lose interest in space exploration. He resurfaced in pop culture in 2019 when Tom Hanks signed on to produce and star in a forthcoming movie about the spaceman. ...
Reintroducing brands like Major Matt Mason to a new generation presents challenges. For starters, the toys in the Back in Action trio have been off the shelves for a long time.
"There is no dad of a 7-year-old boy who knows what Major Matt Mason is," Mr. Johnson said.
To help bridge the generation gap, Mattel will introduce the toys in a smaller size that appeals to collectors of toys from the 1980s.
"That figure form is beloved among collectors," said Brian Heiler, publisher of Toy-Ventures magazine, which examines the history of vintage toys. "Those folks might not care much about Big Jim or Pulsar, but they might buy this format."
posted 07-19-2022 11:27 AM
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