Mattel flexes its muscles with WWE push

Toy range boosted with new launches, as WrestleMania tour returns to UK.
Author:
Publish date:
Social count:
0
5_Mattel, WWE Flex Force.jpg

Mattel is aiming to build on the success it has enjoyed with its WWE range this year - introducing new additions to the core line, plus a fully interactive toy-focused website.

The WWE property has held a stable position in the top ten action figure brands for over half a decade - and the return of the WWE WrestleMania Revenge live events to the UK in April is likely to give it a further boost.

Mattel is planning new additions to its core range of action figures, rings and belts. In the FlexForce line-up, the WWE FlexForce Colossal Crash Down Arena features an elevated 18-inch superstructure, while the WWE Rumblers collection welcomes the new Transforming Rumble Rig, which changes from a big rig into an entire WWE arena with accessories.

April also sees the launch of a fully interactive toy-focused website, which aims to reinforce the connection between the live action WWE Superstars and the product. Online will continue to be a key focus for the brand with a digital partnership with a leading youth trend portal, a high profile social media programme and banner advertising.

There will be a constant TV presence in the UK throughout the year, with a combination of weekly programming and pay-per-view live action shows. Key WWE toy product will be supported by TV ad campaigns throughout the year, with a special focus around important sales periods, such as school holidays and the UK live tours in April and November.

Mattel will further utilise the live events with experiential activity throughout the UK tour, enabling fans to interact with the product. The toy line will also be featured in the WWE Magazine, which will be handed out to 15,000 fans at the O2 Arena.

A PR campaign will also deliver year-long exposure in key boys' press.

Related

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.