Mattel & WWE Extend Global Partnership

Mattel and WWE have signed a multiyear extension of their global master toy licensing agreement, originally made in 2009.

The extended agreement includes exclusive rights for action figures, action figure accessories and kids’ toy title belts. Mattel and WWE toys are currently available in more than 50 global markets, and Mattel’s WWE Basic Action Figure Series is the longest-running continuous action figure assortment.

WWE and Mattel have launched other collaborations in the past, including for Ghostbusters and Masters of the Universe.

“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 Sarah Cummins, senior VP of consumer products at WWE.

“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 VP of entertainment partnerships at Mattel. “WWE is an important partner, and we look forward to continuing our relationship for years to come.”