Mattel

Despite slipping a few spots from its last Hot50 ranking, Mattel still had the power to drive new demand for its fandom-fueled brand Masters of the Universe. The LA-based toyco brought home the Action Figure of the Year TOTY Award for its new range of Masterverse toys last February, and launched a new He-Man Roblox game in April. It also posted a strong Q2, growing total net sales for its action figures, building sets and games to US$1.2 billion (up 20% from 2021). And in executive moves, Mattel named Disney vet Josh Silverman as its new global head of consumer products and chief franchise officer.