Consumer Products

Mattel launches new She-Ra doll range

The toymaker’s line inspired by the DreamWorks animated series will be unveiled at San Diego Comic-Con in July.
June 27, 2019

Mattel will unveil a new doll range inspired by the DreamWorks animated series She-Ra and the Princesses of Power at San Diego Comic-Con next month. The toymaker previously released toys inspired by the original ’80s toon, though it’s not yet clear if Mattel will expand this new range to include additional categories.

The first offering—a two-pack doll set available exclusively to Comic-Con attendees (pictured)—is featured on Mattel’s website. The full range will launch at Target in the US in August, with dolls available for US$14.99 and US$29.99.

News of Mattel’s new range comes as DreamWorks continues to expand its consumer products program for the series. The company recently partnered with Scholastic to launch an extensive line of books in the US and Canada this summer. The publishing range will include original fiction, graphic novels, fill-in journals, in-world guidebooks and novelty box sets based on She-Ra. Her Universe will also debut new She-Ra designs for Hot Topic at Comic-Con. 

She-Ra and the Princesses of Power follows the adventures of a young girl who transforms into a mythical warrior princess. The series was originally picked up by Netflix at the end of 2017, its second season premiered on Netflix in April and DreamWorks is producing a third season set to premiere on August 2.

The product push for She-Ra comes as streaming platforms like Netflix and Amazon work to build CP programs for shows without the benefit of traditional metrics like Nielsen ratings. Last year, Netflix recruited Christie Fleischer to fill the newly created role of global head of consumer products and tasked her with developing a CP portfolio for Netflix original series and films, overseeing retail and licensing partnerships, publishing, interactive games, merchandising and experiential events.

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Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


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