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Celebrity Licensing: WWE Pumped Over License Extension With Mattel

World Wrestling Entertainment (WWE) says it’s pumped over a newly signed, multi-year extension of its global master toy agreement with Mattel.

The extended partnership includes exclusive rights around Action Figures, Action Figure Accessories and Kids Toy Title Belts.

Mattel and WWE have been working together since 2009, developing a diverse and extremely popular range of toys that are sold in more than 50 markets around the world. In fact, WWE action figures have often ranked as the number one action figure brand in the US, and consistently maintain a top ranking in the category globally.

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 No. 1 action figure property in the U.S. and consistently holds a top ranking. Sarah Cummins, WWE Senior Vice President, Consumer Products, says that success is partly due to the popularity of WWE events, but also due to Mattel’s expertise.

“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,” said Cummins.

“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,” said 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.”

Mattel’s WWE Basic Action Figure Series is the longest-running continuous action figure assortment in history, and over the years, WWE and Mattel have launched multiple collaborations such as WWE and Ghostbusters, and WWE and Masters of the Universe.

 


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