WWE and Mattel Extend Toy Licensing Agreement Through 2019
February 14, 2014
Mattel, Inc. and WWE today announced a multi-year extension of their global master toy licensing agreement through 2019.
Since 2009, Mattel and WWE have developed a wildly popular and diverse portfolio of innovative toys currently available in more than 50 global markets around the world. WWE action figures have ranked as the number 1 action figure property in the U.S.; and consistently hold a top ranking. Sporting cutting-edge innovations such as FlexForce® figures that incorporate signature WWE Superstar moves, and plush Brawlin’ Buddies™, Mattel has brought the world of WWE to life in the playroom like never before.
"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."
With more than 15 million viewers in the U.S. tuning into WWE programming each week, Mattel will continue its mission to bring authentic, fun and safe ways for fans of all ages to enjoy the action-infused storylines of WWE television programming.
"Mattel has invested significant resources in consumer insights and raised the bar for design innovations for WWE, while expanding our line into new categories," said Casey Collins, Executive Vice President, Consumer Products, WWE. "Their unparalleled support has allowed us to further engage fans through authentic, quality products, meaningful experiences and standout presence at retail."