WWE and Mattel have announced a multi-year extension of their global master toy licensing agreement. The extended partnership includes exclusive rights around Action Figures, Action Figure Accessories and Kids Toy Title Belts.
The portfolio of innovative toys that Mattel and WWE have developed together since 2009 are currently stocked in more than 50 global markets around the world. WWE Action Figures have ranked as the No. 1 action figure property in the US and consistently hold a top ranking.
Mattel’s WWE Basic Action Figure Series is the longest-running continuous action figure assortment in history. Over the years, WWE and Mattel have launched multiple collaborations such as WWE and Ghostbusters and WWE and Masters of the Universe.
“Mattel is a true industry leader that continues to surprise and delight our fans around the world with innovative and creative WWE products that drive significant revenue for our retail partners,” says Sarah Cummins, WWE Senior Vice President, Consumer Products.
Nick Karamanos, Senior Vice President of Entertainment Partnerships, Mattel, adds: “We are very pleased that WWE has once again chosen Mattel to help bring its storied history and characters to children and fans around the world. WWE is an important partner, and we look forward to continuing our relationship for years to come.”