More than 40 years after He-Man first debuted as a Mattel action figure, Amazon MGM Studios faced the challenge of reintroducing Masters of the Universe to a new generation while reigniting passion among longtime fans. To build excitement and anticipation ahead of the film’s June 2026 release, The Brand Agency developed and executed a comprehensive PR strategy designed to transform nostalgia into cultural momentum.

Partnering with Amazon MGM Studios, The Brand Agency supported a three-day lineup of immersive fan and influencer experiences that brought the world of Eternia to life. The project kicked off with an interactive Masters of the Universe walk-through experience filled with surprises around every corner, followed by the Los Angeles premiere, where influencers walked the purple carpet. The celebration culminated with the World’s Most Powerful Light Show at the Hollywood Forever Cemetery, where a fleet of 1,600 drones set a Guinness World Record for the “brightest aerial image formed by drones.”

Through strategic influencer engagement, The Brand Agency helped generate excitement, drive social conversation, and position Masters of the Universe as a must-see cinematic event ahead of its theatrical release.

Our efforts generated more than 203 million social impressions, driving widespread awareness and excitement for Amazon MGM Studios’ Masters of the Universe ahead of its theatrical release. Through strategic influencer engagement, The Brand Agency secured a robust mix of creator content, including organically working with Mr Fantasy, that extended the project’s reach far beyond the events themselves.

Collectively, these efforts helped transform Masters of the Universe into a cultural moment, generating significant social conversation, amplifying anticipation among both longtime fans and new audiences, and helping position the film as a must-see cinematic event.