Classic Media has bolstered the licensing programme for Masters of the Universe, adding a raft of new partners.
The likes of DC Entertainment (comics and graphic novels), New Era Cap Cop (headwear), Skinit (electronic skins and cases), Funko (novelty items), Icon Heroes (miniature environments and desk accessories), PopFun (glassware and fridge magnets) and Mixo (collectable paper figures) are all now on board.
They join existing partners Mill Creek (home entertainment), Changes (apparel) and Disguise (costumes).
The new programme will hit retail to coincide with the brand's 30th anniversary, which begins in the autumn.
The Masters of the Universe Classics toy line - featuring updated sculpts of vintage Mattel toys will continue throughout 2012.
"What first started as a hit cartoon series and action figure line has transformed into a pop culture phenomenon that has spanned three decades," said Carole Levine, VP, boys brand marketing at Mattel. "Celebrating Masters of the Universe 30th anniversary with best in class partners is a testament to the franchise's continued popularity and loyal fan base."