Source: NYT > Business (paywall)
Toy companies are mining their IP catalogs for health and wellness endorsements rather than just licensing deals. Mattel's use of He-Man to market protein products reflects how mainstream supplement culture has become, turning nostalgic characters into credibility vehicles for a $50+ billion category where brand trust matters more than clinical evidence. Legacy entertainment properties are chasing higher-margin wellness partnerships over traditional toy sales, which means childhood mascots are becoming vectors for health claims rather than play narratives.