Mattel, Amazon MGM Studios to Present Exclusive Masters of the Universe Keynote at BLE 2025
Mattel and Amazon MGM Studios have been confirmed to present the opening day keynote at this year’s Brand Licensing Europe, which runs from Oct. 7-9 at ExCeL: London.
“A Legend Reborn: Reimagining Masters of the Universe” (Oct. 7 at 1:30 p.m.) will unpack the strategy and storytelling behind the “Masters of the Universe” franchise revival in an exclusive keynote tracing the project from script to future shelves ahead of next summer’s “Masters of the Universe” movie release directed by Travis Knight and starring Nicholas Galitzine as He-Man.
BLE visitors are invited to join Mattel and Amazon MGM Studios as they reveal how the upcoming blockbuster reimagines the iconic 1980s franchise for a new era – blending legacy, innovation and cross-platform storytelling to ignite fan engagement and drive retail success across generations.
License Global’s content director, Ben Roberts, will moderate a stellar line-up of speakers including:
Josh Silverman, chief franchise officer, Mattel
Greg Coleman, global head,integrated marketing, Amazon MGM Studios
“We’re at a pivotal moment for Masters of the Universe, not just launching a major motion picture but reigniting a multi-generational franchise through a fully integrated brand strategy,” says Silverman, in an exclusive to License Global. “At BLE, we’ll take the audience behind the curtain on how Mattel and Amazon Studios have come together to create something truly ambitious. It’s about more than nostalgia – it’s about tapping into enduring fan love, layering in modern storytelling, and scaling that through entertainment, consumer products, retail, and experiences. Our goal is to build a franchise with staying power, and BLE will be the first major step in revealing that vision to the industry.”
A cross-platform revival
“‘Masters of the Universe’ is more than a franchise; it’s a cultural touchstone that continues to resonate across generations,” continues Silverman. “As we enter this exciting new era, we’re proud to partner with Amazon MGM Studios to reimagine the world of Eternia through a bold and cinematic lens.
“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. 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.”
“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,” says Ella Haynes, event director, Brand Licensing Europe. “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.”