Deal extension will continue to have Mattel produce action figures and playsets featuring WWE’s wrestlers and rings along with props like championship belts, microphones and masks. The line includes the FlexForce, Rumblers and Power Slammers figures and the popular Brawlin’ Buddies plush figures.
Mattel’s line of WWE toys are available in more than 50 countries, and have consistently ranked as the No. 1 action figure property in the United States. Mattel’s core brands include Barbie, Hot Wheels, Monster High, American Girl, Thomas & Friends and Fisher-Price.
The design of the products and constant refresh of their looks are meant reflect the changing storylines of WWE’s TV programming, watched by more than 15 million viewers in the United States. When Mattel took over the action figure license, it found success by speeding up design and production times, producing new figures over a three-to-four month period, rather than the typical six-to-eight month process.
“WWE and Mattel’s action figure line is consistently ranked in the top two thanks to our creative marketing campaigns, tremendous retail support and seamless infusion of cutting-edge innovations,” said Doug Wadleigh, senior VP, global brands marketing, boys and entertainment for Mattel. “We are excited to continue our partnership with WWE as they expand their global footprint and leverage our global scale to deliver WWE toys to kids around the world.”
