Mattel flexes its muscles with WWE push

Toy range boosted with new launches, as WrestleMania tour returns to UK.
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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.

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