The companies inked a multi-year extension of their global licensing agreement that sees Mattel retain exclusive, master toy rights for WWE action figures, accessories, and kid-sized WWE Title Belts.
“We are very pleased that WWE has once again chosen Mattel to help bring its storied history and characters to children and fans around the world,” says Nick Karamanos, senior vice president of entertainment partnerships, Mattel. “WWE is an important partner, and we look forward to continuing our relationship for years to come.”
In the action aisle, Mattel’s WWE range has been a powerful force since 2009. The line has previously held the No. 1 spot as the top action figure property in the U.S. and it continues to be a top performer with new assortments for kids and collectors released each month.
“Mattel is a true industry leader that continues to surprise and delight our fans around the world with innovative and creative WWE products that drive significant revenue for our retail partners,” says Sarah Cummins, WWE senior vice president, consumer products.
Mattel’s WWE Basic Action Figure Series is hailed as the longest-running continuous action figure assortment in history.