Toy PR campaigns are often built on the desire to create lasting cultural phenomena—brands that not only capture the imagination of children, but also shape the collective nostalgia of generations. However, when toy brands fail to anticipate cultural shifts or make problematic marketing decisions, they can inadvertently cause a backlash. The “He-Man and the Masters of the Universe” toy line, launched by Mattel in the 1980s, is a prime example of a toy PR campaign that went wrong. While He-Man became an iconic action figure, the brand’s PR missteps ultimately caused significant controversy, resulting in public backlash and, in some cases, a product recall.
The Rise of He-Man and the Power of PR
In the early 1980s, Mattel was in the business of creating action figures based on popular animated television shows. With its “He-Man and the Masters of the Universe” series, the company hoped to create an action figure line that would rival the success of Star Wars toys. The PR campaign behind He-Man was a brilliant example of brand synergy. Mattel not only released a toy line but also a companion cartoon series, a comic book, and a host of branded merchandise. This cross-platform approach to marketing was revolutionary at the time, helping He-Man gain instant recognition among children.
The PR machine behind He-Man worked tirelessly to position the toy line as a must-have for boys aged 4 to 10. The action figures, with their muscular designs and heroic backstories, were marketed as aspirational products for young boys who wanted to feel powerful, courageous, and strong. This PR strategy was largely successful, as He-Man became one of the best-selling toy lines of the 1980s. However, the campaign failed to account for the potential cultural and societal backlash that would soon follow.
The PR Blunder: Gender Stereotypes and Backlash
One of the most significant failures of the He-Man PR campaign was its reinforcement of toxic masculinity and rigid gender roles. While the toy line successfully targeted young boys, it did so at the expense of girls, offering very little in terms of female representation. The lack of diversity in He-Man’s character lineup—featuring primarily male characters—was a direct result of the marketing strategy, which aimed to present an overtly masculine narrative.
The hyper-masculine portrayal of He-Man and his companions, with their exaggerated muscles and heroic battles, led to accusations that the toy line reinforced problematic gender stereotypes. At a time when gender equality and the empowerment of women were becoming more significant societal issues, the lack of representation in He-Man’s toy line became an increasing point of contention. Critics began to point out that the toys were promoting a one-dimensional and stereotypical view of masculinity while simultaneously alienating young girls.
Additionally, the PR campaign didn’t account for the emerging feminist movement, which was gaining momentum in the 1980s. The lack of female characters in the toy line was soon perceived as a form of exclusion, and as a result, sales began to suffer. While Mattel did eventually introduce characters like She-Ra (He-Man’s sister) to address these concerns, the damage had been done. The PR oversight regarding gender representation led to widespread criticism, and it became clear that the company had underestimated the importance of diversity and inclusion in its marketing strategy.
The Fallout: Consumer Backlash and Decline
As societal values evolved, the PR issues surrounding He-Man became more pronounced. Although the He-Man franchise had initially enjoyed massive commercial success, it soon began to face declining sales and negative press. Feminist groups, parents, and cultural critics were vocal about the exclusionary nature of the brand, and many consumers began to shy away from He-Man toys in favor of more inclusive options.
The decline of the brand was further compounded by Mattel’s failure to pivot quickly and respond to the criticisms. In contrast to competitors like Barbie, which had diversified its character lineup in the 1980s to appeal to a broader audience, Mattel’s failure to keep pace with changing cultural expectations led to He-Man’s decline.
Moreover, the toy line’s emphasis on muscularity and violence did little to address the growing concerns about the impact of violent toys on children’s behavior. He-Man, with its constant battles and emphasis on physical prowess, failed to address the need for toys that fostered more constructive, imaginative play. Parents concerned about the toy’s aggressive nature began to question whether the brand was promoting healthy forms of play.
How the Campaign Could Have Been Better
He-Man’s PR campaign offers valuable lessons about understanding cultural shifts and adapting to changing market demands. The primary issue with the He-Man PR campaign was its failure to recognize the importance of representation and inclusivity. By sticking to a narrow view of masculinity and ignoring the demands for female empowerment, Mattel alienated a large segment of its potential audience—young girls.
Had Mattel better understood the importance of diversity, they could have included more female characters from the outset, or even targeted the growing market of female action figures. She-Ra, while a step in the right direction, came too late and wasn’t enough to undo the damage caused by the initial campaign.
In addition, the toy PR campaign could have emphasized creative, non-violent play rather than relying heavily on battle and physical strength. Promoting imaginative play or storytelling aspects of He-Man’s universe might have appealed to a broader demographic of children and parents who were increasingly concerned with fostering creativity and empathy in children.
The He-Man toy line serves as a classic example of a PR campaign that failed to evolve with changing cultural values. Despite its early success, the toy line’s lack of inclusivity, representation, and attention to gender dynamics led to a PR nightmare. The backlash against He-Man’s narrow portrayal of masculinity and its failure to adapt to cultural shifts ultimately led to the decline of the brand.
For toy companies, the lesson is clear: in today’s market, it’s essential to consider diversity, inclusivity, and the changing values of society when developing PR strategies. Ignoring these factors can result in a toy line that not only faces public backlash but also loses relevance in the long term.
