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In the 1980s, toy companies were looking to innovate and create something that stood out from the rest. After a study aimed at children, Mattel understood that the kids communicated their desire to “have the power” and inclined towards stories of fantastic barbarism. Motivated by good physical health and bodybuilding, Roger Sweet created the prototype of a muscular warrior, with combat posture and expression, which he called He-Man. In addition, thanks to the designs of Mark Taylor, the marketing and communication strategies employed by Joe Morrison and his team, ranging from the recycling of figures, the creation of comics and the memorable Filmation animated series, which contained morals at the end of each episode; He-Man and the Masters of the Universe (MOTU) became the global popular culture phenomenon that we all recognize to this day, more than 40 years since its creation. This work analyzes how marketing and communication strategies have contributed to this iconic toy line lasting over time; highlighting important lessons of success and failures, as well as the future expectations with this property. To do this, more than 40 references related to the topic in question were consulted. In conclusion, providing participation to children to know what they want, gives rise to the creation of iconic characters, relevant to popular culture and that, thanks to the marketing and communication that supported it, can remain valid to this day.
