WWE wrestling toys are outperforming the total action figures category, says Mattel.
Sales have grown eight per cent year-to-date across the portfolio, according to NPD data (Action Figure Super Category Value, September 2012).
Mattel says there's 'legions of UK WWE fans', and with WWE UK live events, heavyweight TV advertising and activity in the boys press and online, this further boosts the brand's presence.
Mattel's WWE line is the number five action figure brand in the UK (NPD Data, Action Figure Standard Category Value, September 2012).
New products include the WWE Brawlin' Buddies, super-size plush characters with fighting sounds and signature phrases.
Then there's the WWE High Flying Fury play-set, which lets fans launch WWE FlexForce into the air, to smash into breakable ladders, tables and chairs.
In addition, a new WWE Rumblers Blastin' Breakdown Ring has launched.
Mattel Boys Marketing Manager Jonathan Kirkley said: "WWE looks set to be a winning brand in the UK in 2012.
"The toy line is in a great position and our exciting new portfolio will really bring the entertainment property to life, supported by a strong multi-platform marketing campaign that will keep the toys front of mind."
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