Updated: Mattel awarded WWE master licence

Mattel to become WWE master toy licensee as of 2010 as Jakks signs five-year worldwide deal with TNA Entertainment.
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Mattel will become the WWE master toy licensee and cover all global territories once WWE’s current toy licence expires, which is held by Jakks Pacific with Vivid Imaginations distributing products in the UK.

Meanwhile, Jakks Pacific has signed a five-year, worldwide agreement with Total Nonstop Action Entertainment as master toy licensee, which is also due to commence in 2010.

Mattel will develop and market products in categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush items, vehicles including RC and role play.

Donna Goldsmith, WWE’s executive vice president of Consumer Products said: “The unbeatable combination of Mattel’s product innovation, retail relationships and global distribution along with WWE’s world renowned brand and superstars, global television penetration and live events will result in many years of profitable business for both parties.”

Tim Kilpin, general manager and senior vice president of Boys/Entertainment, Mattel Brands said: “We’re thrilled to be partnering with WWE to jointly develop a long-term global brand that brings their superstar talent to kids of all ages in new and innovative formats.”

Jakks’ deal will see it produce action figures, play sets, accessories and role play items as well as collectibles items based on some of TNA Wrestling’s top talent.

Jack Friedman, Jakks’ chairman and CEO said: “TNA’s stellar and growing arsenal of top world famous wrestlers, impressive ratings increases, aggressive live touring event schedule, and mounting exposure worldwide, coupled with Jakks’ expertise as the world’s leading wrestling toy maker, bodes well for this new wrestling toy line to create a perfect storm.

“By the time 2010 arrives, TNA should be able to increase its market share even more significantly, and fans should be even more receptive to a new and exciting wrestling toy line.”

Dixie Carter, president of TNA Wrestling said: “TNA fans have come to expect the very best in professional wrestling in everything we do, and Jakks represents the top of the line in pro wrestling action figures. We could not be more thrilled to have the world’s leading wrestling toymaker join the fastest growing professional wrestling brand in the world. We believe that Jakks’ strength in the wrestling action figure genre will help continue TNA's reinvention of pro wrestling."

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