Princess of Power


Princess of Power is a toyline created by Mattel. Among others, it features the characters of She-Ra and Catra on planet Etheria. With its launch in 1985, 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 1985, 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 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 (1985-1987)

NameTag LineAllegianceType
Starburst She-RaThe Most Powerful Woman in the Universe!The Great RebellionAction Figure
FlutterinaBeautiful Lookout "Flies" with Fluttering Wings!The Great RebellionAction Figure
MermistaMist-i-fying Mermaid!The Great RebellionAction Figure
PeekablueWatchful "Feathered" Friend!The Great RebellionAction Figure
PerfumaScent-sational Flower Maiden!The Great RebellionAction Figure
Sweet BeeHoney of a Guide!The Great RebellionAction Figure
Scratchin' Sound CatraJealous Beauty!The Evil HordeAction Figure
EntraptaTricky Golden Beauty!The Evil HordeAction Figure
Crystal Swift WindMagnificent Crystal Unicorn "Flies" She-Ra to Adventure!The Great RebellionCreature
Crystal MoonbeamWinged Stallion Protects Crystal Castle at Night!The Great RebellionCreature
Crystal Sun DancerLovely Winged Protector of Crystal Castle by Day!The Great RebellionCreature
Sea HarpMusical Sea Horse Carries She-Ra and her Friends to Adventure!The Great RebellionCreature
ButterflyerWinged Collector's Case for She-Ra doll and her Friends!The Great RebellionCreature
ClawdeenGlamorous Cat Carries Catra to Adventure!The Evil HordeCreature
Crystal FallsRefreshing Water Wonderland for She-Ra and her Friends!The Great RebellionPlayset
Fantastic Fashions - Deep Blue SecretOcean Blue Outfit with a Secret Map of the Sea!The Great RebellionAccessories
Fantastic Fashions - Fit to be TiedGlamorous Gown with Life-Saving Scarf!The Great RebellionAccessories
Fantastic Fashions - Flight of FancyPretty Pantaloons Plus Magical Sword and Winged Shield!The Great RebellionAccessories
Fantastic Fashions - Flower PowerGarden Party Gown with "Powerful" Surprise Flowers!The Great RebellionAccessories
Fantastic Fashions - Hold on to Your HatPretty Hat Becomes a Secret ShieldThe Great RebellionAccessories
Fantastic Fashions - Ready in RedFurry Winter Outfit Hides a Powerful Suit of Armor!The Great RebellionAccessories
Fantastic Fashions - Rise & ShineLacy Lounging Gown Hides a Sparkly Suit of Armor!The Great RebellionAccessories
Fantastic Fashions - Veils of MysteryLayers of Veils Hide a Secret Sword!The Great RebellionAccessories

NameTag LineAllegianceType
Bubble Power She-RaThe Most Powerful Woman in the Universe!The Great RebellionAction Figure
Loo-KeeHides & "Sees" All in Etheria!The Great RebellionAction Figure
NetossaCaptivating Beauty!The Great RebellionAction Figure
SpinnerellaDizzying DefenderThe Great RebellionAction Figure
Shower Power CatraJealous Beauty!The Evil HordeAction Figure
Royal Swift WindMighty "Flying" Unicorn Carries She-Ra to Adventure!The Great RebellionCreature
Silver StormSilver Storm "Flies" Catra to Mischievous Adventures!The Evil HordeCreature
Fantastic Fashions - Blue LightningThe Great RebellionAccessories
Fantastic Fashions - Colorful SecretThe Great RebellionAccessories
Fantastic Fashions - Frosty FurThe Great RebellionAccessories
Fantastic Fashions - Heart of GoldThe Great RebellionAccessories
Fantastic Fashions - Hidden GoldThe Great RebellionAccessories
Fantastic Fashions - Reflections in RedThe Great RebellionAccessories
Fantastic Fashions - Secret MessengerThe Great RebellionAccessories
Fantastic Fashions - Windy JumperThe Great RebellionAccessories

Mattel Princess of Power Unreleased Toys (1985-1987)

The following appear in toy catalogues but were never released.
NameTag LineAlliegianceType
StarlaBright & Beautiful Leader with Star Glitter BackpackThe Great RebellionAction Figure
TallstarMake Lovely Lookout "Grow"The Great RebellionAction Figure
JewelstarFold Hidden Beauty into "Jewel"The Great RebellionAction Figure
Glory BirdFlying Friend and Protector, Make his Wings Flap!The Great RebellionCreature
Bubble CarriageThe Great RebellionVehicle

Cartoon Series (1985-87)

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, Princess Adora joins the Great Rebellion to fight against the oppressive Horde. 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.

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 was made out of molded plastic instead of cloth.

Mattel/Super7 ''Masters of the Universe Classics'' (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.
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. Although they made their original toy appearances in Masters of the Universe, She-Ra villains Hordak, Leech, Mantenna and Grizzlor are also available. 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.
Year of ReleaseNameTag LineAllegianceType
2009HordakRuthless Leader of the Evil HordeThe Evil HordeAction figure
2010AdoraLeader in the Great RebellionThe Great RebellionAction Figure
2010She-RaMost Powerful Woman in the UniverseThe Great RebellionAction Figure
2010GrizzlorHairy Henchman of the Evil HordeThe Evil HordeAction Figure
2011BowSpecial Friend Who Helps She-RaThe Great RebellionAction Figure
2011Map of Etheria Beautiful Planet of DespondosPoster
2011CatraJealous BeautyThe Evil HordeAction Figure
2011Supergirl vs. She-RaThe Maid of Might/Most Powerful Woman in the UniverseGift Set
2011LeechEvil Master of Power SuctionThe Evil HordeAction Figure
2011Hurricane HordakRuthless Leader with the Wicked Whirling WeaponsThe Evil HordeAction Figure
2011Bubble Power She-RaMost Powerful Woman in the UniverseThe Great RebellionAction Figure
2011Swiftwind Beautiful Horse, Spirit, Becomes Magical Flying Unicorn!The Great RebellionCreature
2012Star Sisters Bright and Beautiful Leader/Lovely Lookout/Hidden BeautyThe Great RebellionGift Set
2012Shadow WeaverMistress of Dark MagicThe Evil HordeAction Figure
2012Horde PrimeSupreme Ruler of The Horde EmpireThe Evil HordeAction Figure
2012FrostaIce Empress of EtheriaThe Great RebellionAction Figure
2013NetossaCaptivating BeautyThe Great RebellionAction Figure
2013OctaviaWicked Tentacle-Swinging WarriorThe Evil HordeAction Figure
2013CastaspellaEnchantress Who HypnotizesThe Great RebellionAction Figure
2013MantennaEvil Spy with the Pop Out EyesThe Evil HordeAction Figure
2013Horde TroopersEvil Mechanical Enforcers of HordakThe Evil HordeGift Set
2013Kowl The Know-It OwlThe Great RebellionFigure/Accessories
2013Sea HawkHeroic Etherian PirateThe Great RebellionAction Figure
2014GlimmerThe Guide Who Lights the Way!The Great RebellionAction Figure
2014Map of The Horde Empire Tyrannical Galactic RulersPoster
2014Kowl & Loo-KeeThe Know-It Owl/Hides and Sees All in EtheriaThe Great RebellionAction Figures
2014ScorpiaStinging Horde EnforcerThe Evil HordeAction Figure
2014ModulokEvil Beast of the Thousand BodiesThe Evil HordeAction Figure
2014Double Mischief Glamorous Double AgentThe Great RebellionAction Figure
2014Hordak Evil Leader of the Horde InvasionThe Evil HordeAction Figure
2014Imp as Treasure ChestEvil Shapeshifting SpyThe Evil HordeAccessory
2014FlutterinaBeautiful "Flying" LookoutThe Great RebellionAction Figure
2014Madame Razz Magical Witch of Whispering WoodsThe Great RebellionAction Figure
2014EntraptaTricky Golden BeautyThe Evil HordeAction Figure
2014Sweet BeeHoney of a GuideThe Great RebellionAction Figure
2014Light HopeMagical Protector of the Crystal CastleThe Great RebellionAction Figure
2014She-Ra Galactic ProtectorGalactic GuardiansAction Figure
2014ArrowTrue Blue Horse Flies Bow to VictoryThe Great RebellionCreature
2014MermistaMermaid Friend of She-RaThe Great RebellionAction Figure
2014SpinnerellaDizzying DefenderThe Great RebellionAction Figure
2015HuntaraCourageous Silaxian Warrior-Action Figure
2015AngellaAngelic Winged GuideThe Great RebellionAction Figure
2015PeekablueWatchful Feathered FriendThe Great RebellionAction Figure
2015Multi-BotEvil Robot of the Thousand BodiesThe Evil HordeAction Figure
2015PerfumaScent-Sational Flower MaidenThe Great RebellionAction Figure
2015CalixEvil Horde Rock ManThe Evil HordeAction Figure
2015Buzz-Saw HordakRuthless Leader with the Blaster BladeThe Evil HordeAction Figure
2015DragstorEvil Transforming Warrior VehicleThe Evil HordeAction Figure
2016VultakEvil Flying ZookeeperThe Evil HordeAction Figure
2016DesparaPowerful Force Captain of the Evil HordeThe Evil HordeAction Figure
2016General SunderHeroic Former Horde GeneralThe Great RebellionAction Figure
2017Horde TrooperEvil Mechanical Enforcers of HordakThe Evil HordeAction Figure
2018GranitaHeroic Comet CombatantComet WarriorsAction Figure
2018DylamugEvil Robot with Endless ExpressionsThe Evil HordeAction 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.
Year of ReleaseNameTag LineAllegianceType
2017Hordak Ruthless Leader of the Evil HordeThe Evil HordeAction Figure
2018Tung LashorEvil Tongue Shooting CreatureThe Evil HordeAction Figure
2018 MantennaEvil Spy with the Pop-Out EyesThe Evil HordeAction Figure
2018She-RaThe Most Powerful Woman in the UniverseThe Great RebellionAction Figure Figure
2018GrizzlorHairy Henchman of the Evil HordeThe Evil HordeAction Figure
2019ModulokEvil Beast of a Thousand BodiesThe Evil HordeAction Figure
2019Shadow WeaverEvil Mistress of Dark MagicThe Evil HordeAction 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.
Year of ReleaseNameTag LineAllegianceType
2018She-RaThe Most Powerful Woman in the UniverseThe Great RebellionAction Figure
2018Hordak Ruthless Leader of the Evil HordeThe Evil HordeAction Figure
2018She-Ra & Hordak The Most Powerful Woman in the Universe & the Ruthless Leader of the Evil HordeThe Great Rebellion & The Evil HordeGift Set
2019Shadow Orko Heroic Court MagicianHeroic WarriorsAction Figure
2019Shadow WeaverEvil Mistress of Dark MagicThe Evil HordeAction 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, 2 Swords of Protection, and comes with a mini-comic.