Mattel unveils WWE line

Mattel launches the new toy line targeted at both kids and collectors.
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For younger fans Mattel has developed the first ever FlexForce Action Figures, which allow kids to recreate the WWE Superstar moves.

Based on innovative design research, the figures utilize flex-loaded arms and legs to execute the trademark manoeuvres made famous by the wrestlers.

Other products designed specifically for kids will include the FlexForce Breakdown Brawl Ring, Superstar Rings and Championship Belts,

Tim Kilpin, general manager, Mattel Brands' girls, boys and games division said: “Mattel is excited to bring the iconic WWE entertainment brand to fans worldwide, through an authentic line of products that capture all the drama and excitement that makes the WWE a worldwide phenomenon.

"WWE has spent the past decade tailoring its live and broadcast entertainment experience to a more mainstream audience. Our goal is to help kids and parents extend the experience even further by safely recreating the action in the home through play with these action figures.”

Donna Goldsmith, COO of WWE added: “We are elated to be partnering with an industry leader like Mattel in producing the most authentic and realistic WWE action figures and accessories imaginable for our young fans and collectors.

"This new WWE line is truly reflective of Mattel’s extensive research into what kids and collectors want. Mattel’s unparalleled expertise with kids is the perfect complement to WWE’s commitment to PG, family-friendly entertainment.”

Mattel has also developed products for the WWE collector community. With all action figures featuring Superstar Scale, fans can now see the differences in size between the charaters.

Mattel’s portfolio of action figures also features an Elite Collection designed with precise detail. The line also comes packed with a collector stand and name card for easy display.

Fans looking to complete their collection will have a chance to purchase new figures each month throughout the year. Basic figure single packs will be released every month, while two-packs and Elite figures will roll out every other month.

In addition to the global retail launch, Mattel’s line of WWE action figures, Championship Belts, Superstar Rings and role-play accessories will be available to purchase at the 300+ live WWE events held throughout the year.

Leveraging social media channels, Mattel will update fans on new products and offer the opportunity to engage directly with fellow collectors. Visit the Mattel WWE Facebook fan page for more information.

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