Mattel Creations releases Virgil Abloh Masters of the Universe expansion

Published on: 20th October 2022

New Masters of the Universe c/o Virgil Abloh figures will be available from 21st October in monochromatic hues and special packaging.

Photo: Jason Tidwell

The latest expansion from Mattel Creations is the Masters of the Universe c/o Virgil Abloh “TOY,” which the company describes as ‘a four-piece drop in multiple dimensions’.

Throughout this project, legendary designer Virgil Abloh had access to Mattel’s Masters of the Universe world and got the chance to explore his love of youth culture and his desire for everyone to embrace the child within.

Working with the Mattel Creations team, the MOTU collection began under Virgil Abloh’s personal direction, where he laid the framework and initial concepts. After his passing, Virgil Abloh Securities – the company now dedicated to spreading his ethos and essence globally – helped continue his plans. The final touches were actualized by the creative team at his London-based design agency, Alaska Alaska.

“Virgil had a deep interest in the MOTU property, in which aspects of his interest were rooted in nostalgia. The selection of characters for this offering we believe to be rooted in their iconography and significance within the franchise,” said the London-based design agency, Alaska Alaska. “The design direction looked to preserve the existing iconography, using colour theory as a point of entry into novelty, and collector’s culture, drawing a parallel between art collectors and comic book collectors. This parallel largely manifests in the multiple formats of packaging that will house the toys.”

The new Masters of the Universe c/o Virgil Abloh figures, available online from 21st October, are all designed in monochromatic, natural hues in shades of brown, beige and peanut butter. Special packaging will include a comic book and art by Reggieknow.

Richard Dickson, president and chief operating officer at Mattel, who spoke about Mattel Creations at BLE as part of his keynote address, commented: “This is a truly special collaboration from Mattel Creations. Our friendship with the late great Virgil Abloh began in 2020 and we were honoured to work with such an incredible creative legend. This week, we launch how Virgil reimagined four of our Masters of the Universe figures that challenge us to look at our heroes and villains through a different lens.”

Mattel Creations’ relationship with Virgil Abloh has spanned several projects with this being the first to launch. Richard Dickson described the partnership as sharing a vision for creating thought-provoking, purpose-driven, meaningful objects that bring people a sense of joy. “This is, at its core, what Mattel Creations was created to deliver,” he added.


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