The He-Man Effect is a nonfiction graphic novel about how toy sales and kids' TV and movies became one. It moves chronologically through a brief history of propaganda, through the boom of TV-sponsored toy sales, and into the modern day. It is a disturbing reminder for fans of brands such as Disney and Star Wars that the media that brings us comfort and joy is meant to sell us things. 

Brands, Disney in particular, are masters of nostalgia. They create "cradle-to-grave brand loyalty" by making children lifelong fans of properties that will make them feel childhood nostalgia once they are adults and still consume the same brand. They've been able to succeed in this with the help of the loosening of laws surrounding childhood media.

When kids were identified as a potential audience for both Hollywood and advertisers, regulations were in place that prevented animation in ads (most children's media at the time was animated). It was well known that children cannot distinguish between advertising and entertainment content. However, He-Man, the titular action figure, use Marvel to circumvent these regulations as they did not apply to comics. Ultimately, President Reagan was the one to loosen regulations and He-Man became a television show as well. Hollywood and advertisers teamed up upon realizing that toys + comics + TV shows meant big profits. And today we are inundated with TV and movie content that we can find on every backpack, t-shirt, and cereal box in the store. 

The He-Man Effect presents this story with simply animated panels that clearly depict toys, TV shows, and interviewees. It's a fascinating and clearly told story. At times, the detail is sometimes too great and the date markers too few. He-Man himself becomes a very small part of the story and pales in comparison to properties like Star Wars, which is frequently mentioned. Noticeably absent is the rise of Marvel and Marvel Studios. Why? In fact, superheroes receive barely a mention. While they are not needed to tell this story, Marvel certainly seems like low-hanging fruit to illustrate the example.

This graphic novel left me with a sense of dread. It's one thing to implicitly know you are trapped in capitalism, it's another to have it so clearly spelled out for you. My fandom feels hollow and I have the desire to run to see an independent film. I'll see it and I'll love it, but I'll still snuggle into bed in my Star Wars pajamas under an Avengers: Endgame poster. I've been tricked by capitalism into associating branded properties with the comfort and joy that help me persevere through the worsts of capitalism itself. It is the spoonful of sugar that helps the "medicine" go down.