Masters of the Universe is now in theaters, and Vancouver-based Huer Foods Inc. has debuted gummies based on the movie characters. 

The candy company is aiming to disrupt the standard "logo-slap" licensing model with a first-of-its-kind, character-driven product launch, it says. While many brands rely on vintage appeal, Huer is prioritizing product innovation and interactive retail strategy to capture a new generation of high-growth "discovery" shoppers, it says. 

Moving beyond generic shapes, Huer reportedly custom-molded high-detail gummies to reflect specific character IP—including He-Man (orange) and Skeletor (grape-lemon)—striving to create a premium, sensory-led experience.

The launch includes a targeted U.S. exclusive with Albertsons, while the Canadian rollout spans most major retailers and a high-velocity e-commerce play on Amazon.ca. Additionally, Huer has launched an Amazon-exclusive program featuring 3-pack and 15-pack bundles that include holographic stickers, merging the physical candy purchase with a gamified collector experience.

"This collaboration is about giving modern candy lovers something completely fresh and unexpected to discover," shares Molly Clinton, head of marketing at Huer Foods.

Related: Huer Foods innovates to capture candy consumer interest