NY TOY FAIR 2014: Mattel and WWE extend global master toy partnership

The agreement will take the partnership through to 2019.
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Mattel and WWE have revealed the multi year extension of their global master toy licensing agreement.

The agreement will take the partnership through to 2019.

The two companies have worked together since 2009, developing a popular portfolio of toys that have seen success in more than 50 markets around the globe.

Featuring innovative products such as FlexForce figures incorporating signature WWE Superstar moves and plush Brawlin' Buddies, Mattel's action figures have ranked as the number one action figure throughout the US.

"WWE and Mattel's action figure line is consistently ranked in the top two thanks to our creative marketing campaigns, tremendous retail support and seamless infusion of cutting edge innovations, said Doug Wadleigh, senior vice president, global brands marketing, boys and entertainment for Mattel.

"We are excited to continue our partnership with WWE as they expand their global footprint and leverage our global scale to deliver WWE toys to kids around the world."

Casey Collins, executive vice president, consumer products, WWE, added: "Mattel has invested significant resources in consumer insights and raised the bar for design innovations for WWE, while expanding our line into new categories.

"Their unparalleled support has allowed us to further engage fans through authentic, quality products, meaningful experiences and standout presence at retail."

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