University of M.U.S.C.L.E.

During the 1980’s the connection between a television show, often a cartoon, and a licensed property was unmistakable. This interdependence was arguably at an all-time high just before the action figure bust that took place with the introduction of the original Nintendo Entertainment System – the NES.

M.U.S.C.L.E. was able to act as a successful, albeit brief, brand for Mattel without the help of a children’s cartoon. Without the natural advertising opportunity of a cartoon Mattel needed traditional advertising and commercials.

With the help of the Ogilvy & Mather advertising agency Mattel created three commercials:
1. Invasion of the M.U.S.C.L.E. Things
2. M.U.S.C.L.E. Invasion Update
3. The People vs. M.U.S.C.L.E. – Part 2