WWE Awards Master Toy License to Mattel

STAMFORD, February 14: In
a multi-year agreement, World Wrestling Entertainment (WWE) has tapped Mattel
as its master toy licensee covering all global territories upon the expiration
of WWE’s current toy license, effective in January 2010.

Under the terms of the
agreement, Mattel will develop and market products in a wide variety of toy
categories, such as action figures, accessories and playsets, games and
puzzles, activity toys, plush products, vehicles (including R/C) and role-play
products. The first line of products will be available in 2010.

“The unbeatable
combination of Mattel’s product innovation, retail relationships and global
distribution along with WWE’s world-renowned brand and superstars, global
television penetration and live events will result in many years of profitable
business for both parties,” said Donna Goldsmith, WWE’s executive VP of
consumer products.

“We’re thrilled to be
partnering with WWE to jointly develop a long-term global brand that brings
their superstar talent to kids of all ages in new and innovative formats,”
added Tim Kilpin, the general manager/senior VP of boys/entertainment at Mattel
Brands.

—By Irene Lew