Archeology 300 – Closing the Investigation

Since 2003 I have attempted to uncover previously unknown M.U.S.C.L.E. information. Over those seven years there has been one repeated mantra, “You really need to ask the person that was the brand manager for M.U.S.C.L.E.”

“Brand Manager” has been an interchangeable title for this mysterious position. I’ve heard: account manager, brand planner, account manager, and probably dozens of other iterations. One consistent aspect was that I needed to speak with the person that was ultimately responsible for the M.U.S.C.L.E. brand. For the sake of simplicity, that role will be hereafter referred to as Brand Manager – regardless of ultimate accuracy.

The title of the position may have changed, but there was another consistency – Joe Morrison. I have sincerely tried to contact Mr. Morrison for several years. I have always gone through appropriate channels, in a polite and professional manner, and with the utmost respect for the value of his time. Occasionally I have had the courtesy of a response from the various “gatekeepers” I have contacted. I have never received a call or email from Mr. Joe Morrison.

Screenshot from:

The “About Us” tab of his company MEG (Morrison Entertainment Group) shares some of his history:

Prior to starting MEG, Morrison was Executive Vice President of Marketing at Mattel, managing over 350 people and an operating budget of $250,000,000. While at Mattel, Morrison launched numerous new products and initiatives, including the He Man and Masters of the Universe product line; he started Mattel’s Television and Licensing Division; revitalized the Hot Wheels Division; and many of the products and projects he directed set toy industry standards for innovation and success.

The fact that he worked at Mattel at approximately the right time, was responsible for the launch of products, and continues to specialize in small figures certainly lends credence to the notion that Joe Morrison was responsible for M.U.S.C.L.E. at Mattel. Plus there are the comments from Mattel employees and toy industry workers stating that Joe Morrison was the person responsible for M.U.S.C.L.E. at Mattel.

Joe Morrison is likely the only person in the world that would be able to answer any lingering M.U.S.C.L.E. questions.

Unfortunately this is not likely to happen. Along with the suggestion that Joe was responsible for M.U.S.C.L.E. was also a warning about personality. He was described as many things by many different people. If all of those comments were combined to create a singular message it would be that, “Joe has no interest in helping M.U.S.C.L.E. collectors and will likely never speak to a M.U.S.C.L.E. collector – unless he has something to gain. If he had something to gain, then the conversation would be succinct and focused squarely on his agenda.”

Of course, this is based on the various people I have spoken with that shared their impressions after speaking with him. I have not spoken to or met Joe Morrison.

Perhaps this information new information will provide a “six degrees of separation” connection with Joe Morrison and the University of M.U.S.C.L.E. It may also inspire new collectors to continue the research. Ultimately it places a figure responsible for the M.U.S.C.L.E. brand and provides closure to my research.

I hope this final piece of information was interesting. I’d like to think that my final archeology adventure was more “Last Crusade” and not a nuking of the fridge.

Nuking the Fridge

  1. #1 by Johnathan Long on October 26, 2010 - 4:57 pm

    So this is an “Open Letter to Joe Morrison” post? “Please give me half an hour of your time, I want to know something you probably forgot fifteen years ago!”

    Good luck.

  2. #2 by Chad Perry on October 26, 2010 - 5:39 pm

    No. Not at all. There was a conscious effort NOT to create an “open letter.”

    I’ve tried to contact Joe several times, through several channels, without any success. My intent here is to share the last piece of M.U.S.C.L.E. information I uncovered trying to uncover M.U.S.C.L.E. information over the last 7+ years.

  3. #3 by Johnny on October 27, 2010 - 12:16 am

    Well, you know, if enough people pester him, he might just give in to be rid of us….

  4. #4 by Chad Perry on October 27, 2010 - 9:51 am

    I don’t think he would give in to “pestering.” Ultimately I think it would do far more damage.

    A VERY organized effort might yield something, but I don’t think enough M.U.S.C.L.E. collectors would be willing to participate. I think names, REAL emails, and actual signatures would be necessary – plus there would have to be enough of them to warrant a response.

  5. #5 by Maggie Morrison on May 1, 2019 - 3:33 am

    This article really upsets me because it could not be more incorrect about Joe’s personality. Being his daughter, I could go on and on about how truly great he is. I will give you succinct though that is a perfect word to describe him, just in a positive way not negative. I’m glad you were able to find out for yourself how false those descriptions were and that you attempted to redeem him. I’m curious where your original assumptions about him came from? I’d like to know where/who that information came from. Not to go after anybody but I’d like to figure out why that was said.

  6. #6 by Chad Perry on May 7, 2019 - 10:20 am

    Hi Maggie. I’m really glad I got to talk to your dad too. You can read about that experience here:

    In fact, I’d love to talk to him again.

    As for who said it, well over 10 years later I couldn’t (and wouldn’t) point a finger. All of the people I have spoken to have helped in some manner over the years. And I don’t think it reflects negatively on your dad – everybody doesn’t like everybody. The perceptions of a few people never define a person. Plus, they never provided any examples or evidence.

    On behalf of all M.U.S.C.L.E. collectors, we thank your Dad!

(will not be published)