Entertainment
Our 30 favorite Latin music songs of 2024
For Latin music, 2024 was yet another year of significant expansion — both on the commercial front, and in the stylistic detours and avant-garde tendencies favored by artists across the Americas.
Música mexicana continued gaining new fans around the world, and the field of neo-reggaetón — and urbano music in general — realized that stepping out of the box was the only possible path to remaining vital. Niche genres like salsa, bachata, rock and electronica stayed relevant by basking in the beauty of their roots.
What’s especially gratifying is the undeniable fact that Latin music’s relevance in the streaming charts is accompanied by a wave of radical creativity. Experimenting wildly, mixing established genres and creating new ones are not only accepted, but also encouraged.
De Los reporters Cerys Davies and Andrea Flores, along with contributing writer Ernesto Lechner, put together this list of 30 Latin songs from 2024 that showcase the enviable state of grace that this music is experiencing. Even better: Most of these tracks are great for dancing, too.
Cerys Davies, reporter
Ca7riel & Paco Amoroso, “El Único”
As soon as Ca7riel, in a vest made of red plush hearts, and Paco Amoroso, in an oversized, blue furry hat, sat down for NPR’s Tiny Desk, the Argentine hip-hop duo captured the hearts of many. With their own respective solo careers, this year they released their first, full-length collaborative album, “Baño Maria,” — a witty, experimental take on Latin hip-hop and electronic. With some moments of pure trap and others of melodic pop, “El Único” reflects the toned-down intersection between an ambient house beat, slowed trap drums and playful lyrics about unknowingly having sex with the same person.
Floyymenor and Cris MJ, “Gata Only”
As TikTok’s top song worldwide in 2024 and the only Latin single in Spotify Wrapped’s top 10 most streamed songs (No. 4), “Gata Only” broke barriers for Chilean reggaeton. As people across the globe participate in various dance trends and create memes, the duo successfully crafted one of the catchiest and most danceable earworms of the year. Following a lust-filled affair over a classic reggaeton beat, the breakout hit is off the 19-year-old Floyymenor’s debut EP, “El Comienzo.”
Natanael Cano and Oscar Maydon, “Madonna”
Credited as the creator of corridos tumbados, Natanael Cano has paved the way for many of música Mexicana’s biggest names. Amid a vast discography of trap corridos about drugs, life’s struggles and women, Cano puts a new spin on his love life with “Madonna.” Teaming up with Oscar Maydon of “Tu Boda” fame, the pair croons about showering their lover with gifts, money and designer brands. Singing “Mi güerita flow rock star” over intricate layers of strings and horns, the Rancho Humilde-signed artists remind listeners about the simple pleasures of a feel-good corrido.
Humbe, “Kintsugi”
Using the Japanese art of fixing broken pottery as a metaphor for a transformative love, 24-year-old experimental pop star Humbe brings a new kind of sensuality to his sound. On the lead single off Monterrey-born musician’s album, “Armagedon,” he proves he can comfortably walk the line between alternative and R&B while experimenting with the more electronic qualities of pop music.
Omar Apollo, “Empty”
In this lullaby-leaning ballad, Omar Apollo confronts who he is after a decimated romance. Off his second album “God Says No,” this is one of the few true heartbreak ballads as the Indiana-born singer decided to explore a more synth electronic sound in his solemn landscape of queer love stories. In this particular song, Apollo sings, “Cantando en otro lenguaje pa’ que no me entiendes / No quiero que sepas cuánto me duele.” Sharing this kind of explanation, pulls back the curtain on Apollo as an artist and adds a new layer of intimacy that only makes this trance-like song sting a bit more.
Latin Mafia, “Siento Que Merezco Mas”
The high-pitched sounds of Mexico City’s organ grinders and the hum of a chatty crowd open Latin Mafia’s debut album, “Todos los dias todo el dia.” Putting their listeners on the streets of their hometown, the Latin Grammy nominated De La Rosa brothers — Mike, Emilio and Milton — flex their ability to bend distorted vocals, forceful percussion and vulnerable lyricism in their garage-leaning production style. As they yearn for a deeper connection or lament deserving better treatment from a lover, the unified feeling among its stark switchups of a distant cheering crowd, an angered electronic track and a sorrowful ballad in the 2 minute and 45 second track is what takes this song from inventive to groundbreaking.
Ivan Cornejo, “Sale Para Ser Feliz”
One thing about Ivan Cornejo is that he sings his lyrics with his chest. As the first song on the Riverside-born musician’s third album, “Mirada,” “Sale Para Ser Feliz” captures the inescapable essence of a heartbreak over striking acoustic guitar. In this woeful outpour, he mourns the ending of a relationship and comes to terms with the fact that people can change. Cornejo completely exhibits his knack for tamed romantic angst and gives the listener a taste of the dejected world of “Mirada.”
Fuerza Regida, “Nel”
As the influence of Jersey beats infiltrated hip-hop, Fuerza Regida’s frontman Jesus Ortiz Paz ensured that música Mexicana wasn’t too far behind. On the five-piece band’s most recent album, “Pero No Te Enamores,” they explore how electronic dance music can exist in the world of trap corridos. The album’s frontrunner, “Nel,” is a lust-driven blend of JOP’s coarse vocals, a pulsating, club-like bass and a reggaeton-leaning drumline.
Kali Uchis and Peso Pluma, “Igual Que Un Ángel”
If someone was going to bring out Peso Pluma’s soft-hearted side, it only makes sense that it would be Colombian powerhouse Kali Uchis. Capable of seamless language switches, a genre-bending sound and quick-witted lyricism, “Igual Que Un Ángel” is Uchis’ synth-heavy take on finding the perfect lover. As one of the standout tracks on her 2024 album, “Orquídeas,” Uchis’ airy vocals add a new layer of dimension to Pluma’s recognizable rasp in this unexpected, but not shockingly catchy earworm.
The Marias, “Sienna”
Talk about being able to hear a heart break. As the final track on the Marias’ sophomore album “Submarine,” “Sienna” ends the band’s esteemed breakup album on its heaviest note. Complete with a soft percussion, cinematic chimes and heart-wrenching lyricism, listening to this track feels like waking up from a melancholic dream. “Sienna” is the pinnacle of the Marias’ signature style: sad, sexy and somewhat groovy.
Andrea Flores, reporter
Julieta Venegas, “A Donde Va El Viento”
Shockingly, despite its nostalgia-riddled synthesizer, “A Donde Va El Viento” is not an ’80s or ’90s tune. Julieta Venegas adds this soft-rock ditty to her long list of memorable songs, a standout for its imaginative lyrics that evoke teenage wonder. If the track sounds like it should be part of a TV soundtrack, that’s because it is. The signature tune was specifically created for Amazon Prime’s limited series “Nadie nos va a extrañar,” about a group of misfit high schoolers in 1990s Mexico City that run a forged assignments business (also a beautiful watch).
Rauw Alejandro, “Cosa Nuestra”
Five albums deep into his artistry, “Cosa Nuestra” marks Rauw Alejandro’s ascent to ultimate greatness. In it, the Puerto Rican singer pays homage to the infectious Caribbean rhythms, teetering between his bad-boy image and sensual energy. The opening namesake track kicks off this new era of “Raúl “ with a simmering bolero colored with jazzy trumpets and tantalizing conga drumming.
Karol G, “Si Antes Te Hubiera Conocido”
Dreamy is the theme of Karol G’s 2024 hit “Si Antes Te Hubiera Conocido,” which is not a far stretch from the energy she delivers in her 2023 albums, “Mañana Será Bonito” and “Bichota Season.” Co-produced with Edgar Barrera and Sky Rompiendo, the song toils with the wistfulness of what never came to be, and the hope of what could become. The Colombian singer released the merengue smash hit at the height of the summer, and it peaked at No. 32 on the Billboard Hot 100. Its chart-topping potency is a sign that Karol G is coming for more in 2025.
Danny Ocean, “Amor”
All Danny Ocean longs for is love. Since his 2016 hit, “Me Rehuso,” the Venezuelan singer has been belting sweet notes that yearn for his “Babylon girl.” His latest album, “Reflexa,” is no different with extra raspy vocals that seek connection and added electric beats that hover over his traditional dembow rhythm. The standout track, “Amor,” is a simple tune with a catchy backbeat and lyrics that cease to complicate concepts of love. Because, in the eyes of Danny Ocean, loving someone is as straightforward as 1+1=2. The song reached No. 1 on the Billboard Latin Airplay earlier this year and has garnered over 5 million YouTube views.
Cris MJ, “Si No Es Contigo”
It’s been a whirlwind couple of years for singer Cris MJ, whose breakthrough song, “Una Noche en Medellín,” debuted on the Billboard Hot 100 chart in 2022 and caught the attention of Karol G for a refashioned version featuring Ryan Castro on her “Bichota Season” album. The 23-year-old sustains his popularity this year with fellow Chilean singer FloyyMenor on “Gata Only,” the only Spanish track to earn a spot on Spotify’s most-streamed songs globally. But finishing hot on the Latin charts is also “Si No Es Contigo,” where Cris MJ riffs his breathy voice over a sultry urban beat. The remix with Kali Uchis and Jhayco alone is proof that Cris MJ is not a one- or two-hit wonder.
Becky G, “Otro Capitulo”
Becky G is ready for her next chapter. The homegrown singer shed her skin this year with the release of her fourth studio album, “Encuentros,” a collection of música Mexicana melodies with heart-wrenching lyrics. But between the aching pain illustrated in the fiery “Como Diablos” or soft “Muchas Gracias,” there is a glimmer of joy and hope in “Otro Capitulo.” The Selena-inspired cumbia track, which includes nods to La Factoria’s chorus in “Perdóname,” signals that Becky G is ready to slash the past in exchange for a new beginning.
Manuel Turizo and Kapo, “Qué Pecao”
Deep baritone heartthrob Manuel Turizo wires back into the bachata genre with “Qué Pecao,” two years after his megahit “La Bachata” topped the global charts. Featured on his latest album “201,” the gentle love ballad is elevated with the poetic additions of Colombian singer-rapper Kapo, whose soft-spoken interludes heat up the track. The duo, both a product of La Industria, Inc., blends the Caribbean beat with earworm guitar strumming, a sure repeat for the holiday festivities or any dance party.
Grupo Frontera featuring Maluma, “Por Que Sera”
A year after their debut album, “El Comienzo,” Grupo Frontera released their sophomore LP “Jugando a Que No Pasa Nada.” The Texas borderland band delves further into the música Mexicana genre this time, experimenting with tribal, corridos tumbados, sad sirreño and a bit of southern honky-tonk. Standing out in the collection is “Por Que Sera,” a collaboration with Colombian singer Maluma, whose tender tenor vocal contrasts lead singer Payo Solis’ deep register.
Bad Bunny, “El Clúb”
Leave it to Bad Bunny to fool us all into thinking this is one song, not three. The slow build lures listeners into a catchy electric dance hook that is simply irresistible to groove to. Then there are the lyrics themselves, an admission of ruminating thoughts about an ex-flame and what they might be up to — a universal experience for those stuck in their head after a breakup. The nightclub vibes eventually trickle off into a slow tempo beat reminiscent of his 2022 “Un Verano Sin Ti” album, which features more tropical vibes.
Kid Cudi, “Electrowavebaby”
Kid Cudi is soaring up in space and doesn’t seem to be coming down. This year was a doozy for the rapper-singer who released two studio albums, “Insano” and “Insano (Into Mega),” along with three singles for his comic book debut of “Moon Man.” Among the insane collection (pun intended), “Electrowavebaby” was a standout electric trap melody with a memorable beat. Though it clearly samples Ace of Base’s 1992 “All That She Wants,” adding an intriguing allure, Kid Cudi still found a way to make it his own with his signature humming and a tasteful amount of “oohs.”
Nathy Peluso, “La Presa”
A passionate hyperpop diva, Nathy Peluso is equally at home with the defiance of hip-hop and the theatrical drama of progressive salsa. “La Presa” is not the first tropical scorcher that the Argentina native has given us — but it is possibly her best. Joined by the backup vocalists of venerable Puerto Rican orchestra El Gran Combo, Peluso channels the precise moment in time (the tail end of the ’70s) when salsa became operatic and symphonic. A superb vocalist, she replicates the heights of female Afro-Caribbean icons like La Lupe and Yolanda Rivera.
Carín León, “El Curioso”
Hailing from Hermosillo, Carín León arrived on the Latin scene like an unstoppable force of nature, blending his música Mexicana roots with intriguing shades of country and classic rock. Even those accustomed to his prolific ethos were surprised by his 2024 output: a stellar Latin Grammy-winning album in May — “Boca Chueca, Vol. 1” — and his now traditional “surprise” December LP, “Palabra de To’s.” A highlight from his latest session, “El Curioso” shimmers with the bouncy vibe of cumbia norteña, anchored to León’s killer melodic instincts.
Young Miko, “Wiggy”
Like many other MCs in recent years, Puerto Rico’s Young Miko gained global traction when she guested in one of Argentine producer Bizarrap’s infamous YouTube sessions. Three months later, she dropped “att.,” a debut album that oozes charisma and confirmed the arrival of a new star. Miko showcases her flow —fresh, agile, irresistible — on “Wiggy,” an ode to old-school hip-hop with references to early 2000s novelty smash “Aserejé” and a bass line that thumps restlessly as she waxes poetic about clubbing and her lust for another woman.
Rafa Pabön, “Aiwo”
“Aiwo” was created spontaneously one night in Puerto Rico, when urbano genius Pabön enlisted friends Daymé Arocena and producer Mr. NaisGai for a late-night recording session. An homage to the Boricua rapper’s African roots, it’s constructed around his quirky flow and a deep, soulful atmosphere that transcends decades. Pabön’s 2023 “Galería” album was a game changer, and this short but unforgettable single hints at more wondrous sounds to come.
Becky G, “Última Vez”
Released last year, “Esquinas” found Becky G connecting with the essence of música Mexicana — a tribute to her abuelitos. The experience was so emotionally fulfilling that the singer from Inglewood decided to repeat the experiment with “Encuentros.” This lilting ballad transports us back to Mexico’s golden era of stately heartbreak songs, amplified by Becky’s astute production choices, which combine a retro melodic sensibility with the benefits of digital wizardry. Punctuated by languid guitar lines, this sadder-than-sad gem creates the perfect backdrop for her gorgeous voice to shine through.
Gepe, “Desastre”
Gepe saw “Desastre” as an opportunity to delve into the big, cinematic chords of favorite songs of his like Paul McCartney’s “Golden Slumbers” and Queen’s “Innuendo.” The most soul shattering moment of his extraordinary tenth album — the ironically titled “Undesastre” — the track benefits from an epic orchestral backing and a series of disruptive, eccentric sound effects (the emulation of a disaster, as things fall apart). At 43, the Santiago de Chile native is riding a sublime wave of inspiration.
Spanish Harlem Orchestra, “Llegó El Caballero”
Even though traditional salsa is now a thing of the past, Los Angeles-based keyboardist Oscar Hernández cultivates its rugged sound with the kind of vitality and dedication to the craft that could single-handedly keep the genre alive. Hernández got his start as a teenager, playing the piano with La Conquistadora, Ray Barretto and Celia Cruz, and the band’s ninth album, “Swing Forever,” brims with electricity and gunpowder. “Llegó El Caballero” underscores the bandleader’s gift for intricate arrangements, with majestic combinations of brass and elegant piano lines. The raucous soneos of guest vocalist Gilberto Santa Rosa — a Puerto Rican legend — are the cherry on the pie.
Cimafunk featuring Monsieur Periné, “Catalina”
So far, the 2020’s have been something of a golden era for tropically inflected pop. This joyous duet between Cuban trendsetter Cimafunk and Colombian gypsy jazz outfit Monsieur Periné — culled from Cima’s third album, “Pa’Tu Cuerpa” — is the perfect Latin summer anthem. The production is crystal clear, with rumbling bass, percolating syncopation and lovely acoustic guitars in the bridge. But the stars of the show are Cimafunk and Periné singer Catalina García, whose overwhelmingly sensuality is playful — and effortless.
Girl Ultra, “Blu”
On “Bombay,” a track off her 2022 album “El Sur,” Mexican songstress Girl Ultra had demonstrated her penchant for flirting within the confines of decadent, EDM-flavored pop. This summer, she released an EP, “blush,” loaded with sonic candy. Opening track “blu” finds her multitracking her own voice, creating a hypnotic, mantra-like mood by chanting syllables to the march of a grimy dance machine. Girl Ultra has found her own slice of heaven in the sonic playground of the recording studio.
Trueno, “Tranky Funky”
At 22, Argentine rapper Trueno employs hip-hop as a source of light, a communal language with the power to heal the world. Drawing from the canon of vintage rap, “Tranky Funky” gallops forward to the sound of congas, chunky piano chords, wah-wah guitars and a nod to Mobb Deep. A close cousin to Trueno’s breakthrough hit “Dance Crip” (2022), it summons you to the dance floor while declaring its undying love to hip-hop — a cultural force of unity for the past 50 years.
Entertainment
Kathy Hilton won’t be WeHo Pride’s grand marshal after backlash from community
Kathy Hilton will no longer be the grand marshal of West Hollywood’s pride parade.
The city and WeHo Pride on Wednesday released a joint statement, announcing that “The Real Housewives of Beverly Hills” star would no longer serve as the Grand Marshal Icon for the 2026 WeHo Pride Parade. The event is scheduled for Sunday.
“After thoughtful discussions, the City of West Hollywood, the WeHo Pride production team, and Kathy Hilton have determined that the 2026 WeHo Pride Parade will not designate a Grand Marshal Icon honoree,” read the statement.
The decision comes less than a week after Hilton was announced. That May 28 announcement was met with swift backlash from the LGBTQ+ community and allies, who called out Hilton’s ties to President Trump and alleged MAGA-leaning politics. Critics also cited accusations that the socialite had used a homophobic slur while on a trip with other cast members of “The Real Housewives of Beverly Hills,” an action she has previously denied.
In their joint statement, West Hollywood and the WeHo Pride team expressed their appreciation for “the respectful and sincere dialogue” around both the event and the “role and significance” of Pride honorees.
“The City of West Hollywood has always believed that Pride belongs to the community,” the joint statement said. “Since its earliest days, Pride has served as both a celebration and a platform for activism, visibility, resilience, and the ongoing pursuit of equality, dignity, and justice for LGBTQ+ people. … These conversations reflect the passion people have for WeHo Pride and underscore the importance of ensuring that WeHo Pride continues to honor the history, values, and diverse voices of the LGBTQ+ community.”
In a statement, Hilton expressed gratitude for being considered for grand marshal and reaffirmed her commitment to the LGBTQ+ community and causes.
“My reason for wanting to be involved in this year’s WeHo Pride weekend was simple: to celebrate, support, and share in the joy of a community that means a great deal to so many people,” Hilton said. “Pride is, and always will be, about celebrating and uplifting LGBTQ+ voices, experiences, and achievements. … My support for the community and WeHo Pride is unwavering.”
She also mentioned several queer advocacy organizations and events she has supported over the years, including GLAAD, the Elton John AIDS Foundation, the Elizabeth Taylor AIDS Foundation, Dr. Mathilde Krim, God’s Love We Deliver and Project Angel Food.
The latest Pride-related dust-up follows the abrupt cancellation of the Long Beach Pride Festival in May. The city’s Pride Parade took place as planned.
Both snafus have occurred as conservative politicians and advocates continue to attack LGBTQ+ rights and visibility nationwide. Some Republican governors have even pushed for conservative alternatives to Pride month festivities. A recent Gallup poll has found that after years of steady gains, support for marriage equality and same-sex relationships has slipped, particularly among Republicans.
Movie Reviews
Movie Review: Travolta’s “Propeller: One-Way Night Coach” is One for the Ages — All Ages
Back in the good ol’days — the ’90s — John Travolta would love to get off the topic of “Michael,” “Pulp Fiction” or “Get Shorty” in interviews with film journalists like me and regale us with how utterly besotted he had been with his first flying experience, how that drove his passion for piloting and buying planes and airfield-adjacent luxury houses.
He didn’t even seem to mind having to move house when this or that development balked at him flying his Boeing 707 out of there on the way to locations.
Travolta would tell any journalist who asked that he was writing a kid-friendly book, “Propeller: One Way Night Coach,” based on his first flights as a child in old propeller driven airliners — cheap red-eye overnight treks with too many connections for your average jet age traveller to tolerate.
I remember picking up the book when it came out later in the ’90s — at an airport gift shop — and thinking “Well, that’s as cute as I figured.”
And now, decades later and trapped in the B-movie hell of his post “Gotti” career, Travolta’s turned that cute book into the most delightful, fanciful and colorful bon bon of a movie.
“One Way Night Coach” is a child’s fantasy of flight and flying the way it used to be — with pristine, uncrowded, futuristic airports, an early ’60s era of jets and prop planes with over-uniformed stewardesses in white gloves, the days “Back before every Joe Sweatsock could wedge himself behind a lunch tray and jet off to Raleigh-Durham,” as Sideshow Bob memorably sneered on “The Simpsons’.”
It’s a fictionalized account of Travolta’s childhood about an only child (at least two Travolta siblings have bit parts in this movie) of a never-made-it/never-will actress/single-mom (Kelly Eviston-Quinnett) who indulges her aviation-obsessed eight-year-old with a cheap cross-country overnight flight.
Little Jeff (Clark Shotwell) will revel in almost every Idlewild to Pittsburgh to Dayton to Chicago to Kansas City to Denver and Los Angeles minute. He strolls into the cockpit to meet pilots, charms the stewardesses and checks out the sleeping bunks on the TWA Lockheed Super Constellation, loving even the delays if not the Chicken Cordon Bleu he’s offered on legs of the journey that offer a meal.
And as he’s an observant child, he comments (Travolta narrates) on his 50ish mother’s vamping and posing, her choice of cigarettes (Newports) and drinks, the solo traveling men whose attention she pursues and earns.
“I was her best audience,” adult Jeff remembers of the mother who’d read him plays as bedtime stories and delusionally hopes that this trip to Los Angeles might be her “big break” even though she’s pushing 50.
“Hollywood called,” she’d explain about their overnight cheap flight arrangements to ticket agents and crew. “They told me to take the next flight!”
At every turn, Jeff meets or sees kindness — stewardesses who indulge his many questions and bump them up to first class on the mostly-empty planes, a captain who fixes his toy model of a Constellation, a mentally ill flyer who flips out but is calmed by a flight attendant who isn’t overworked and frazzled in jet-powered tin-can jammed with Joe and Jane Sweatsocks who think nothing of traveling in their pajamas.
Normally, I cringe at pictures this reliant on voice-over narration. I recoil from stars who populate their picture with Sandler etc. offspring. But “Propeller” is unfailingly sweet and never cloying.
Sure, it’s fictionalized. But if you’ve followed Travolta’s life and career, a lot of him is in this — his raptoruous engagement with flying, an indulged child who developed a taste for fine food and creature comforts, a mother who was his guiding star as an actor.
I get why there are less adoring reviews than mine floating around “Propeller.” It’s unfailingly sweet. Mom’s man-hunting is seriously dated. This TWA tale is decorated with Gershwin’s majestic “Rhapsody in Blue” — United Airlines’ signature tune. And Travolta’s been around long enough for recent generations to come up and not feel a connection to the “Saturday Night Fever/Get Shorty” star whose career has fallen off and life has been visited by too much tragedy.
But I’d hate to be seated next to anybody who doesn’t appreciate this adorable, pristine and nearly perfect aviation fantasy on any flight, much less an overnight one.
Rating: TV-PG
Cast: Clark Shotwell, Kelly Eviston-Quinnett, Ellen Travolta, Ella Beau Travolta, Olga Hoffmann and John Travolta.
Credits: Scripted and directed by John Travolta, based on his book. An Apple TV+ release.
Running time: 1:01
Entertainment
After ‘Barbie’ success, Mattel looks to He-Man for another box-office lift
Three years ago, Mattel Inc. struck box-office gold — or rather, pink — with the billion-dollar success of “Barbie.”
In its first return to theaters since the female-forward phenomenon, the El Segundo toymaker is turning to the brawny He-Man for another box-office lift.
Its latest film, “Masters of the Universe,” opens this weekend, as Mattel looks to build on that previous success and continue extending its signature toy brands into the entertainment arena.
“The movie is very much in tune with culture,” said Mattel Chief Executive Ynon Kreiz. “Everything is much more contemporary relative to what was created more than 40 years ago, but it’s still very true to the origin story and to the DNA of the brand.”
The new film arrives at a pivotal time for Mattel, which is facing pressure from investors to grow its business. The maker of Hot Wheels, American Girl and Uno has recently confronted a challenging market for toys, beset by tariffs on goods produced overseas and weaker-than-expected demand for Barbie dolls and Fisher-Price preschool products.
Amid uncertainty in the toy market and the fallout from tariffs, Mattel’s net income dropped 25% to $398 million in 2025. And since the company announced disappointing holiday sales totals in February, its stock has dropped more than 30%, closing at $14.34 on Wednesday.
“Masters of the Universe” toys at Mattel headquarters in El Segundo.
(Myung J. Chun / Los Angeles Times)
The share price slide prompted investor Southeastern Asset Management to send a letter last month to Mattel leadership suggesting the toy maker should sell itself and go private. Southeastern manages about 4% of the company’s stock on behalf of its clients.
“The frustration among investors has been the fact that if you look at the business from 2021 through 2025 and even this year … the business really hasn’t grown,” said Eric Handler, a Roth Capital senior media and entertainment analyst, referring to Mattel. “This is a company that needed something fresh in the portfolio, and there’s a wide range of investments being made, of which ‘Masters of the Universe’ is one part.”
Kreiz pushed back on the idea that the company is not growing. In the fourth quarter of 2025, net sales were up 7% to $1.8 billion, though the result was not as strong as the company expected.
Mattel has spent $1.2 billion in the last three years to buy back shares, with an additional $1.5-billion share repurchase planned for the next three years.
“We’re investing in our own stock because we believe it is undervalued,” he told The Times in an interview at his office, which has floor-to-ceiling windows that give an expansive view of El Segundo. “We absolutely agree that the share price doesn’t reflect the progress that we’ve achieved over the last few years financially, operationally, our place in culture, the strength of our brands, and the continued expansion of the business. And more importantly, the potential that we have down the road.”
“Masters of the Universe” is a key variable in that equation.
Ynon Kreiz, chief executive of Mattel.
(Myung J. Chun / Los Angeles Times)
The movie, which had a budget of roughly $170 million, is expected to bring in $25 million to $35 million in the U.S. and Canada during its debut weekend. That’s a far cry from the $162-million opening haul of “Barbie,” but box-office analysts say that film captured the cultural zeitgeist in a way that’s hard to replicate.
The ‘80s-era “Masters of the Universe” is “a property that was famous with a certain group of fans, but it hasn’t had much of a pop culture presence,” said Shawn Robbins, who directs movie analytics at Fandango and founded the forecasting site Box Office Theory. The movie has notched a respectable 74% approval rating from critics on aggregator Rotten Tomatoes.
“There’s been so many callbacks to nostalgic franchises,” he said. “Some people are always on board for them, and maybe the positive reviews bring people in who were on the fence. But people are also ready for something fresh and new and exciting.”
Kreiz said he’s often asked how the company will match the success of “Barbie.”
“The answer is, we don’t need to match ‘Barbie’s’ success for movies to have a meaningful economic impact on the company,” he said. “Not every movie will be ‘Barbie.’ If we create quality content that people want to watch and create quality experiences that people are engaged with, good things happen, and these brands will resonate and will be here for years to come.”
While theatrical revenue is important, the measure of success for “Masters of the Universe” could also include its eventual reception on streaming platforms and, of course, toy sales, analysts said.
There are hundreds of products tied to the movie, from collectible action figures of Nicholas Galitzine’s He-Man and Camila Mendes’ Teela, to branded Uno decks, Legos, clothing and skateboards.
Skeletor from “Masters of the Universe.”
(Myung J. Chun / Los Angeles Times)
“For us, it’s a huge win already,” said Robbie Brenner, president of Mattel Studios and chief content officer, who also served as a producer on the film. “We have reinvigorated and relaunched this brand that has been around for decades … and done it in a way with just the best-in-class toys. Obviously that’s our bread and butter. And then to have made an epic, incredible movie … is a huge win.”
While Mattel does not yet have sales totals for its “Masters of the Universe” toys, executives said during an earnings call in late April that product sales were “growing double digits” amid strong customer demand, particularly from adults.
When Kreiz was named CEO in 2018, he saw the potential for Mattel to expand beyond toys. In an entertainment landscape dominated by known franchises and intellectual property, the former TV and media executive wanted to leverage the company’s IP in new ways to attract consumers.
Hence, Mattel has expanded into real-world experiences such as a Barbie pop-up at Coachella or a traveling Hot Wheels monster truck show. In February, the company fully acquired Mattel163 mobile game studio after buying out a stake held by Chinese tech firm NetEase. The studio has released games based on Uno, Skip-Bo and other Mattel intellectual property.
And on the film and television front, the Mattel Studios division now has 51 people — most of whom are based in El Segundo — focused on projects across platforms.
After “Masters of the Universe,” Mattel Studios plans to release a “Matchbox” streaming movie in October. The division has more than a dozen films in development that have been announced, including an American Girl movie with Paramount, Polly Pocket with Amazon MGM Studios, as well as a live-action Magic 8 Ball series from M. Night Shyamalan.
“The journey for the company was to evolve from being a toy manufacturer that was making items to become an IP company that is managing franchises,” Kreiz said. “It’s not that we’re not creating toys — it’s obviously a big part of our business — but the opportunity is to expand so much more than the physical product.”
“Masters of the Universe” was in development for years at several different studios before it was picked up by Amazon MGM.
That partnership stemmed from Mattel’s work on the “Barbie” movie with Courtenay Valenti, then president of production and development at Warner Bros. Pictures who is now head of film at Amazon MGM.
“Masters of the Universe” felt like a good property for Mattel to bet on because of its nostalgia factor and deep bench of colorful characters, from the green tiger Battle Cat to the heavily armored Ram Man and ever meme-able Skeletor, which the company hopes will attract new audiences, Brenner said.
The movie is directed by Travis Knight — chief executive of stop-motion studio Laika who also led the 2018 “Transformers” spin-off “Bumblebee” — who Brenner said “nailed” the narrative’s tone. (It didn’t hurt that Knight was already a fan of the franchise and had sported the He-Man haircut as a child.)
“It’s a property that’s kind of out there,” said Brenner, who grew up watching He-Man and his twin sister She-Ra. “It’s got all these crazy characters. But just riding that line between what is funny and kind of irreverent and then kind of heartfelt, that is a very hard thing to put in a blender and to get right.”
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