Multi-year extension continues their top-selling toy partnership worldwide
Summary
– WWE and Mattel signed a new multi-year global licensing extension
– Mattel has produced WWE action figures since 2010, sold in 50+ markets
– The deal aligns with WWE’s Netflix expansion and WrestleMania 41 buzz
WWE is heading into WrestleMania week with a major business move, renewing its global toy partnership with Mattel. On Monday, the companies announced a new multi-year licensing extension that will keep WWE action figures, accessories, and playsets in Mattel’s lineup for years.
Mattel began working with WWE in 2010 following a switch from Jakks Pacific. Since then, the WWE Main Event Action Figure Series has become the longest-running continuous figure line in history, with toys now sold in over 50 markets.
“Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010,” the press release noted, highlighting the brand’s consistent top-10 status in the U.S. action figure category.
Mattel Chief Franchise Officer Josh Silverman praised the ongoing partnership: “Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry. As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.”
WWE Co-Head of Revenue Alex Varga added, “WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years. Extending this collaboration will allow us to continue offering products that bring our WWE Superstars and their stories to life for our global fanbase.”
The extension also comes at a time of major international growth for WWE, with RAW now airing on Netflix in the U.S. and other WWE programming streaming in key global markets.
