WWE taps in Smyths Toys and Mattel in UK-wide WrestleMania campaign

WWE is going big ahead of this season’s WrestleMania showdown, having secured a promotional partnership with all 118 Smyths Toys stores across the UK and Ireland.

In preparation of WrestleMania 35 taking place this Sunday, April 7th, the globally-revered wrestling brand is delivering an in-store event, offering fans the chance to take the World Championship title by becoming wrestlers themselves.

This weekend will see WWE set up life-sized action figure boxes with dress up for staff, kids and families to have their photo taken and receive a free WrestleMania poster. The in-store event, running from April 6th to 7th pays homage the popular WWE action figure range from Mattel, while building excitement around this Sunday’s big event.

Each Smyths Toys store will have 500 double-sided posters as giveaways. One side will feature WrestleMania imagery, the other will be the Mattel action figure collector poster.

On top of this, Mattel is currently sponsoring WWE programming on Sky Sports, supporting the brand and its range of WWE figures, a popular heritage line for the toymaker.


About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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