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Princess of Power
TypeDolls/Action Figures
Inventor(s)Mattel
CompanyMattel
CountryUnited States
Availability1984–present

Princess of Power (sometimes abbreviated as POP and informally referred to as She-Ra, after the lead heroine) is a toyline created by Mattel. Among others, it features the characters of She-Ra and Catra on planet Etheria. With its launch in 1984, the toyline spawned a variety of products, including three lines of fashion action figures. The Princess of Power logo and characters are currently used by Mattel as part of the Masters of the Universe Classics toyline.

The Toys

In 1984, Mattel and Filmation decided to diversify the Masters of the Universe line beyond its traditional realm of "male action" in the hopes of bringing in a young female audience as well. To accompany the Filmation animated series, Mattel created a new line of toys aimed at girls - Princess of Power - with the feminine warrior-woman She-Ra (twin sister of Masters' main hero He-Man) as its main heroine. The toyline featured almost exclusively female characters, all of whom featured an emphasis on hair and clothing, with "real" hair and partially soft-goods costumes. Essentially, the line attempted to fuse the appeal of Masters of the Universe with Mattel's most long-standing success, Barbie. Like its predecessor Masters of the Universe, the POP toy line actually lasted longer than the She-Ra: Princess of Power cartoon series itself.

Mattel Princess of Power Vintage Toys (1984-1987)

Wave 1 / 1984
Name Tagline Allegiance Type
She-Ra Princess Adora Becomes She-Ra, Most Powerful Woman in the Universe! The Great Rebellion Action Figure
Bow Special Friend Who Helps She-Ra! The Great Rebellion Action Figure
Glimmer The Guide Who Lights the Way! The Great Rebellion Action Figure
Kowl The Know-It Owl! The Great Rebellion Action Figure
Angella Angelic Winged Guide! The Great Rebellion Action Figure
Frosta Ice Empress of Etheria! The Great Rebellion Action Figure
Castaspella Enchantress Who Hypnotizes! The Great Rebellion Action Figure
Double Trouble Glamorous Double Agent! The Great Rebellion Action Figure
Catra Jealous Beauty! The Evil Horde Action Figure
Swift Wind Beautiful Horse Spirit, Becomes Magical Flying Unicorn! The Great Rebellion Creature
Arrow True Blue Horse Flies BOW to Victory! The Great Rebellion Creature
Enchanta Beautiful Swan "Flies" She-Ra and her Friends on Amazing Adventures! The Great Rebellion Creature
Storm Flies CATRA to Exciting Adventures! The Evil Horde Creature
Crystal Castle Shimmmering Castle of Fantasy and Fun for SHE-RA and her Friends! The Great Rebellion Playset
Wave 2 / 1986
Name Tag Line Allegiance Type
Starburst She-Ra The Most Powerful Woman in the Universe! The Great Rebellion Action Figure
Flutterina Beautiful Lookout "Flies" with Fluttering Wings! The Great Rebellion Action Figure
Mermista Mist-i-fying Mermaid! The Great Rebellion Action Figure
Peekablue Watchful "Feathered" Friend! The Great Rebellion Action Figure
Perfuma Scent-sational Flower Maiden! The Great Rebellion Action Figure
Sweet Bee Honey of a Guide! The Great Rebellion Action Figure
Scratchin' Sound Catra Jealous Beauty! The Evil Horde Action Figure
Entrapta Tricky Golden Beauty! The Evil Horde Action Figure
Crystal Swift Wind Magnificent Crystal Unicorn "Flies" She-Ra to Adventure! The Great Rebellion Creature
Crystal Moonbeam Winged Stallion Protects Crystal Castle at Night! The Great Rebellion Creature
Crystal Sun Dancer Lovely Winged Protector of Crystal Castle by Day! The Great Rebellion Creature
Sea Harp Musical Sea Horse Carries She-Ra and her Friends to Adventure! The Great Rebellion Creature
Butterflyer Winged Collector's Case for She-Ra doll and her Friends! The Great Rebellion Creature
Clawdeen Glamorous Cat Carries Catra to Adventure! The Evil Horde Creature
Crystal Falls Refreshing Water Wonderland for She-Ra and her Friends! The Great Rebellion Playset
Fantastic Fashions - Deep Blue Secret Ocean Blue Outfit with a Secret Map of the Sea! The Great Rebellion Accessories
Fantastic Fashions - Fit to be Tied Glamorous Gown with Life-Saving Scarf! The Great Rebellion Accessories
Fantastic Fashions - Flight of Fancy Pretty Pantaloons Plus Magical Sword and Winged Shield! The Great Rebellion Accessories
Fantastic Fashions - Flower Power Garden Party Gown with "Powerful" Surprise Flowers! The Great Rebellion Accessories
Fantastic Fashions - Hold on to Your Hat Pretty Hat Becomes a Secret Shield The Great Rebellion Accessories
Fantastic Fashions - Ready in Red Furry Winter Outfit Hides a Powerful Suit of Armor! The Great Rebellion Accessories
Fantastic Fashions - Rise & Shine Lacy Lounging Gown Hides a Sparkly Suit of Armor! The Great Rebellion Accessories
Fantastic Fashions - Veils of Mystery Layers of Veils Hide a Secret Sword! The Great Rebellion Accessories
Wave 3 / 1987
Name Tag Line Allegiance Type
Bubble Power She-Ra The Most Powerful Woman in the Universe! The Great Rebellion Action Figure
Loo-Kee Hides & "Sees" All in Etheria! The Great Rebellion Action Figure
Netossa Captivating Beauty! The Great Rebellion Action Figure
Spinnerella Dizzying Defender The Great Rebellion Action Figure
Shower Power Catra Jealous Beauty! The Evil Horde Action Figure
Royal Swift Wind Mighty "Flying" Unicorn Carries She-Ra to Adventure! The Great Rebellion Creature
Silver Storm Silver Storm "Flies" Catra to Mischievous Adventures! The Evil Horde Creature
Fantastic Fashions - Blue Lightning The Great Rebellion Accessories
Fantastic Fashions - Colorful Secret The Great Rebellion Accessories
Fantastic Fashions - Frosty Fur The Great Rebellion Accessories
Fantastic Fashions - Heart of Gold The Great Rebellion Accessories
Fantastic Fashions - Hidden Gold The Great Rebellion Accessories
Fantastic Fashions - Reflections in Red The Great Rebellion Accessories
Fantastic Fashions - Secret Messenger The Great Rebellion Accessories
Fantastic Fashions - Windy Jumper The Great Rebellion Accessories

Mattel Princess of Power Unreleased Toys (1985-1987)

The following appear in toy catalogues but were never released.

Unreleased/Prototypes
Name Tag Line Alliegiance Type
Starla Bright & Beautiful Leader with Star Glitter Backpack The Great Rebellion Action Figure
Tallstar Make Lovely Lookout "Grow" The Great Rebellion Action Figure
Jewelstar Fold Hidden Beauty into "Jewel" The Great Rebellion Action Figure
Glory Bird Flying Friend and Protector, Make his Wings Flap! The Great Rebellion Creature
Bubble Carriage The Great Rebellion Vehicle

Cartoon Series (1985-87)

Main article: She-Ra: Princess of Power

The animated series She-Ra: Princess of Power was produced by Filmation and made its television debut in 1985.

Etheria is ruled by Hordak and the Evil Horde. Raised by Hordak, but actually the long-lost daughter of King Randor and Queen Marlena of Eternia, and twin sister of Prince Adam / He-Man, Princess Adora joins the Great Rebellion to fight against the oppressive Horde.[1] Princess Adora possesses a magic sword, and when she holds it aloft with her right hand and says the magic words, "For the honor of Grayskull... I AM SHE-RA!!!" she is transformed into She-Ra, "The Most Powerful Woman in the Universe." She-Ra is a beautiful blonde woman dressed in a white dress and a red cape, with a golden tiara on her head.[2]

Mattel Masters of the Universe 200X

Only one Princess of Power character was redone as an action figure for the new Masters of the Universe line in 2002-04: She-Ra, herself.

Released as an exclusive in 2004, this new She-Ra figure was made to appeal to fans of both the original and the new toylines, as well as fit in more closely with the other redesigned Masters characters. The new She-Ra still had the rooted, combable hair, but all of her clothing (except for her cape) was made out of molded plastic instead of cloth (unlike the original fashion action figure, who had both a cloth cape and skirt).

Mattel/Super7 Masters of the Universe Classics (2008-2020)

Main article: Masters of the Universe § Mattel/Super7 Masters of the Universe Classics (24th August 2008 - 2020)

This new line of collector-oriented figures features previously released characters with "classic" retro sculpting and levels of articulation unprecedented for Masters of the Universe toys, and exclusively available online from Mattel's website mattycollector.com. As with the 200X toyline they are once again sculpted by the Four Horsemen, but are predominantly based on the original 1980's line of figures. Super7 took over the manufacture of the line in 2017, under licence from Mattel. The line plans to eventually include characters from all aspects of the Masters of the Universe franchise, including She-Ra (Princess of Power).[3]

The first Princess of Power figure was Princess Adora, as revealed at the 2009 San Diego Comic Con, and was first made available in January 2010. Since then, Adora's alter-ego She-Ra has been released in the Classics line along with Princess of Power male lead Bow and chief villainess Catra.[4] Although they made their original toy appearances in Masters of the Universe, She-Ra villains Hordak, Leech, Mantenna and Grizzlor are also available.[5] New additions to the line from Princess of Power included Bubble Power She-Ra and her beloved steed Swift Wind, and many more characters were released during the following years.

List of POP toys in MOTU Classics
Year of Release Name Tag Line Allegiance Type
2009 Hordak Ruthless Leader of the Evil Horde The Evil Horde Action figure
2010 Adora Leader in the Great Rebellion The Great Rebellion Action Figure
2010 She-Ra Most Powerful Woman in the Universe The Great Rebellion Action Figure
2010 Grizzlor Hairy Henchman of the Evil Horde The Evil Horde Action Figure
2011 Bow Special Friend Who Helps She-Ra The Great Rebellion Action Figure
2011 Map of Etheria (came with Preternia Disguise He-Man) Beautiful Planet of Despondos Poster
2011 Catra Jealous Beauty The Evil Horde Action Figure
2011 Supergirl vs. She-Ra The Maid of Might/Most Powerful Woman in the Universe Gift Set
2011 Leech Evil Master of Power Suction The Evil Horde Action Figure
2011 Hurricane Hordak Ruthless Leader with the Wicked Whirling Weapons The Evil Horde Action Figure
2011 Bubble Power She-Ra Most Powerful Woman in the Universe The Great Rebellion Action Figure
2011 Swiftwind (aka Swift Wind) Beautiful Horse, Spirit, Becomes Magical Flying Unicorn! The Great Rebellion Creature
2012 Star Sisters (Starla, Tallstar & Jewelstar) (with Glory Bird) Bright and Beautiful Leader/Lovely Lookout/Hidden Beauty The Great Rebellion Gift Set
2012 Shadow Weaver Mistress of Dark Magic The Evil Horde Action Figure
2012 Horde Prime Supreme Ruler of The Horde Empire The Evil Horde Action Figure
2012 Frosta Ice Empress of Etheria The Great Rebellion Action Figure
2013 Netossa Captivating Beauty The Great Rebellion Action Figure
2013 Octavia Wicked Tentacle-Swinging Warrior The Evil Horde Action Figure
2013 Castaspella Enchantress Who Hypnotizes The Great Rebellion Action Figure
2013 Mantenna Evil Spy with the Pop Out Eyes The Evil Horde Action Figure
2013 Horde Troopers Evil Mechanical Enforcers of Hordak The Evil Horde Gift Set
2013 Kowl (included with End of Wars Weapons Pak) The Know-It Owl The Great Rebellion Figure/Accessories
2013 Sea Hawk Heroic Etherian Pirate The Great Rebellion Action Figure
2014 Glimmer The Guide Who Lights the Way! The Great Rebellion Action Figure
2014 Map of The Horde Empire (came with Unnamed One) Tyrannical Galactic Rulers Poster
2014 Kowl (cartoon colours) & Loo-Kee The Know-It Owl/Hides and Sees All in Etheria The Great Rebellion Action Figures
2014 Scorpia Stinging Horde Enforcer The Evil Horde Action Figure
2014 Modulok Evil Beast of the Thousand Bodies The Evil Horde Action Figure
2014 Double Mischief (aka Double Trouble) Glamorous Double Agent The Great Rebellion Action Figure
2014 Hordak (cartoon colours) (with Imp) Evil Leader of the Horde Invasion The Evil Horde Action Figure
2014 Imp as Treasure Chest Evil Shapeshifting Spy The Evil Horde Accessory
2014 Flutterina Beautiful "Flying" Lookout The Great Rebellion Action Figure
2014 Madame Razz (with Broom) Magical Witch of Whispering Woods The Great Rebellion Action Figure
2014 Entrapta Tricky Golden Beauty The Evil Horde Action Figure
2014 Sweet Bee Honey of a Guide The Great Rebellion Action Figure
2014 Light Hope Magical Protector of the Crystal Castle The Great Rebellion Action Figure
2014 She-Ra (Galactic Protector) Galactic Protector Galactic Guardians Action Figure
2014 Arrow True Blue Horse Flies Bow to Victory The Great Rebellion Creature
2014 Mermista Mermaid Friend of She-Ra The Great Rebellion Action Figure
2014 Spinnerella Dizzying Defender The Great Rebellion Action Figure
2015 Huntara Courageous Silaxian Warrior None Action Figure
2015 Angella Angelic Winged Guide The Great Rebellion Action Figure
2015 Peekablue Watchful Feathered Friend The Great Rebellion Action Figure
2015 Multi-Bot Evil Robot of the Thousand Bodies The Evil Horde Action Figure
2015 Perfuma Scent-Sational Flower Maiden The Great Rebellion Action Figure
2015 Calix Evil Horde Rock Man The Evil Horde Action Figure
2015 Buzz-Saw Hordak Ruthless Leader with the Blaster Blade The Evil Horde Action Figure
2015 Dragstor Evil Transforming Warrior Vehicle The Evil Horde Action Figure
2016 Vultak Evil Flying Zookeeper The Evil Horde Action Figure
2016 Despara Powerful Force Captain of the Evil Horde The Evil Horde Action Figure
2016 General Sunder Heroic Former Horde General The Great Rebellion Action Figure
2017 Horde Trooper Evil Mechanical Enforcers of Hordak The Evil Horde Action Figure
2018 Granita Heroic Comet Combatant Comet Warriors Action Figure
2018 Dylamug Evil Robot with Endless Expressions The Evil Horde Action Figure

In 2017 Super7 took over the production of Masters of the Universe Classics and released two more characters from Princess of Power, Granita and Dylamug.

Super7 He-Man and the Masters of the Universe (2017-2019)

In 2017 Super7 took over the production of the He-Man and the Masters of the Universe 7" scale toyline. Included for the first time are cartoon-accurate Hordak and Tung Lashor figures from the She-Ra animated series.

List of POP toys in He-Man and the Masters of the Universe
Year of Release Name Tag Line Allegiance Type
2017 Hordak (with Imp) Ruthless Leader of the Evil Horde The Evil Horde Action Figure
2018 Tung Lashor Evil Tongue Shooting Creature The Evil Horde Action Figure
2018 Mantenna Evil Spy with the Pop-Out Eyes The Evil Horde Action Figure
2018 She-Ra The Most Powerful Woman in the Universe The Great Rebellion Action Figure Figure
2018 Grizzlor Hairy Henchman of the Evil Horde The Evil Horde Action Figure
2019 Modulok Evil Beast of a Thousand Bodies The Evil Horde Action Figure
2019 Shadow Weaver Evil Mistress of Dark Magic The Evil Horde Action Figure

Super7 Vintage-style Masters of the Universe (2018-2019)

In 2018 Super7 released new action figures in the style of the original 5.5 inch Mattel MOTU toys, including characters from the She-Ra: Princess of Power cartoon.

List of POP toys in Vintage-style Masters Of The Universe
Year of Release Name Tag Line Allegiance Type
2018 She-Ra The Most Powerful Woman in the Universe The Great Rebellion Action Figure
2018 Hordak (cartoon style) Ruthless Leader of the Evil Horde The Evil Horde Action Figure
2018 She-Ra & Hordak (cartoon style) The Most Powerful Woman in the Universe & the Ruthless Leader of the Evil Horde The Great Rebellion & The Evil Horde Gift Set
2019 Shadow Orko (from the episode "Shades of Orko") Heroic Court Magician Heroic Warriors Action Figure
2019 Shadow Weaver Evil Mistress of Dark Magic The Evil Horde Action Figure

Mattel Princess of Power 2016 Exclusive

In July 2016 Mattel released a new 11 inch She-Ra doll. Exclusively available from MattyCollector, she has rooted hair, includes 3 fabric outfits (Filmation, Classic Toy, and Adora), 2 Swords of Protection, and comes with a mini-comic.

References

  1. ^ Villarreal, Phil (August 4, 2006). "Phil Villarreal's Review: Still a surefire hit with 6-year-olds". Arizona Daily Star. Retrieved 2011-05-03.
  2. ^ "More than Girl Power: She-Ra on DVD". Toon Zone. Retrieved 2011-05-03.[permanent dead link]
  3. ^ "By The Power of Grayskull: HE-MAN ART Show!". Newsarama. Retrieved 2011-05-03.
  4. ^ "Masters of the Universe Classics Bow Will Steal Your Heart". MTV. Archived from the original on 24 February 2019. Retrieved 2011-05-03.
  5. ^ "Furry and Ferocious: Masters of the Universe Classics Grizzlor Review". MTV. Archived from the original on 24 February 2019. Retrieved 2011-05-03.
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