Masters of The Universe - History - Origin of The Franchise

Origin of The Franchise

In 1976, Mattel's CEO Ray Wagner declined a request to produce a toyline of action figures based on the characters from the George Lucas film Star Wars. Upon the commercial success of the film trilogy during the next few years and all related merchandise, Mattel attempted to launch several unsuccessful toylines, none of which captured the public's imagination or made a significant dent in the toy market.

In the race to design the next hit action figure, Roger Sweet, a lead designer working for Mattel's Preliminary Design Department throughout much of the 1970s and 1980s, realized simplicity was the key to success. According to his book Mastering the Universe: He-Man and the Rise and Fall of a Billion-Dollar Idea published in 2005, Sweet knew that if he gave marketing something they could sell, he'd won 90% of the battle.

"The only way I was going to have a chance to sell this was to make three 3D models—big ones. I glued a Big Jim figure into a battle action pose and I added a lot of clay to his body. I then had plaster casts made. These three prototypes, which I presented in late 1980, brought He-Man into existence."

"I simply explained that this was a powerful figure that could be taken anywhere and dropped into any context because he had a generic name: He-Man!"

—Roger Sweet

It has been rumored that Conan the Barbarian was a source of inspiration for the He-Man character. According to this rumor, Mattel had a licensing agreement to make the Conan action figures associated with the 1982 film of the same name starring Arnold Schwarzenegger. Apparently, such idea had to be modified in order to avoid objections from parents concerning that a toyline for kids was promoting a film with nudity and violence. In addition, brown-haired prototype versions of the He-Man action figure with a strong resemblance to the Conan character created by Robert E. Howard were produced and given away as promotion through Wonder Bread, this was character was later known as Won-Dar. adn is still sort ater by collectors today

This rumor has been refuted by Roger Sweet claiming that he conceptualized and developed the He-Man/Masters of the Universe franchise in late 1980, two years prior to the release of the Universal Pictures film. The toyline existed prior to the movie, starting production in 1981 and marketed in 1982. At that time, Mattel did not have a license with Universal to make toys for the film, which resulted in Conan Properties suing Mattel over copyright infringement with He-Man's similarities to Conan.

From the lawsuit of CPI vs. Mattel:

"In 1980, CPI, through its agent, Conan Licensing Company ("CLC"), began negotiations with Mattel regarding the possible licensing to Mattel of certain toy rights in Conan. During this time, Mattel received a substantial quantity of material on the Conan character. On July 31, 1981, CPI and Mattel executed a License Agreement whereby Mattel was granted "the right to make and sell certain plastic action figures of Conan and ancillary characters as depicted in the Conan movie." Amended Complaint, para. 12. The Agreement provided, however, "that nothing in the License should be construed as an assignment or grant to Mattel of any right, title or interest in or to Conan, and that all rights relating thereto were reserved by CPI (except only for the licensee to use the property as specifically agreed to)." Amended Complaint, para. 14. It was also agreed that, after the termination of the License Agreement, Mattel would not make or sell any Conan toys."

"In January 1982, Mattel requested that the License Agreement be terminated. On April 14, 1982, CPI and Mattel entered into a termination agreement which provided that "all materials created and or developed by Mattel for use in connection with products under the Conan License" would be delivered to CPI's agent, CPC, which would have "the exclusive right to use such material." Amended Complaint, para. 17."

"In February 1982, Mattel introduced a fantasy character, "He-Man," as part of its new "Masters of the Universe" toy line of action figures. Since that time, Mattel has also featured He-Man and the other Masters of the Universe characters in, inter alia, a television series, comic books, and video tapes. Thereafter, CPI commenced this action asserting that these figures are copies of Conan, were created under the License, and are CPI's property. Amended Complaint, paras. 20, 21."

In the end, Mattel won the lawsuit against Conan Properties to retain the rights over He-Man and the Masters of the Universe.

Originally, He-Man was presented in drawings and wax sculptures to the Mattel executives as a barbarian, a soldier, and a spaceman. Out of the three concepts, the barbarian version was chosen to be the basis of the toyline. Taking in consideration that the Conan character was created almost 50 years prior to the development of the He-Man franchise, it is likely that the Masters of the Universe borrowed many aspects from Conan, but it appears that it was not intended to be a toyline for the film after legal agreements were dissolved. Additionally, Roger Sweet has claimed also to have been "real impressed" by the paintings of fantasy artist Frank Frazetta when creating He-Man. To further expand on this initial barbarian theme, Mattel hired comic book writers and artists such as Donald F. Glut and Earl Norem to create additional characters and their backstory, posters, package inlays, box art and mini-comics to be distributed with the action figures.

The very first prototype He-Man was black haired with a deeply tanned eastern European or Middle Eastern appearance. His helmet had no horns. Later, at the direction of Tom Kalinske, then in Mattel's upper management, He-Man was made more clean-cut and changed to a blond... Plus, He-Man's skin was lightened, though definitely still tanned.

—Roger Sweet