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.
Publish date:
Social count:

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."


0 WWE dolls.jpg

WWE and Mattel launch fashion dolls

‘The launch of the first-ever WWE girls’ product line is a significant moment in the evolution of not only our female superstars, but our entire company,’ says WWE’s Stephanie McMahon.

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.


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.