Mattel's WWE line grows eight per cent in the UK in 2011

Katie Roberts

By Katie Roberts

February 29th 2012 at 10:31AM
Mattel's WWE line grows eight per cent in the UK in 2011

Licensed range out-performs UK action figure category; New marketing campaign kicks off this week.

Following impressive growth shown in NPD's figures to the end of 2011, Mattel’s WWE range is back bigger than ever with an extensive marketing campaign this week. 

Reaching a larger audience than ever, Mattel will increase its TV investment with a number of high-impact campaigns.

TV advertising for popular WWE Rumblers new play-set Money In The Bank Ring begins this week and will keep driving product until after Easter.

The WWE FlexForce Tornado Takedown Ring will also receive strong TV support with a new campaign running throughout March.

Increasing visibility to UK boys, the brand has launched a high-impact boy-targeted digital campaign, partnering with youth trending site, Swapit.

The top ten action figures property will also have increased awareness in April when the WWE Wrestle Mania Revenge Tour comes to the UK selling out arenas nationwide. 

Mattel boys marketing manager, Jonathan Kirkley commented: "WWE had a fantastic 2011. The UK toy line out-performed the category and delivered strong growth.

"We’re looking to build on this great position in 2012 with an exciting new portfolio of toys packed with innovation that will really bring the entertainment property to life supported by a strong multi-platform marketing campaign that will drive the toys."