WWE & Mattel Team for Toy Line

EL SEGUNDO: Mattel has signed on to manufacture, market and distribute an exclusive line of action figures and accessories for the World Wrestling Entertainment (WWE) brand. 

The line includes action figures and toys for both kids and collectors. This includes Mattel’s first-ever FlexForce Action Figures, which allow young fans to recreate their favorite WWE Superstar moves by utilizing flex-loaded arms and legs. Other products designed specifically for kids will include Superstar Rings, Championship Belts, Ring Action Megaphone and motion-activated Tough Talkers that deliver WWE Superstar catch phrases and striking sounds. 

For the collector community, Mattel is delivering a line with all action figures featuring Superstar Scale, which allows fans to experience the differences in height and size between WWE Superstars. Mattel’s portfolio of action figures also features an Elite Collection designed with precise detail. This extensive line also comes packed with a collector stand and name card for easy display. New figures will be introduced each month throughout the year. Basic figure single packs will be released every month, while two-packs and Elite figures will roll out every other month. In addition to the global retail launch, Mattel’s line of WWE action figures, Championship Belts, Superstar Rings, Ring Action Megaphones and role playing accessories will be available to purchase at the more than 300 live WWE events held throughout the year.

“Mattel is excited to bring the iconic WWE entertainment brand to fans worldwide, through an authentic line of products that capture all the drama and excitement that makes the WWE a worldwide phenomenon,” said Tim Kilpin, the general manager of Mattel Brands’ girls, boys and games division. “WWE has spent the past decade tailoring its live and broadcast entertainment experience to a more mainstream audience. Our goal is to help kids and parents extend the experience even further by safely recreating the action in the home through play with these action figures.”

“We are elated to be partnering with an industry leader like Mattel in producing the most authentic and realistic WWE action figures and accessories imaginable for our young fans and collectors,” added Donna Goldsmith, the COO of WWE. “This new WWE line is truly reflective of Mattel’s extensive research into what kids and collectors want. Mattel’s unparalleled expertise with kids is the perfect complement to WWE’s commitment to PG, family-friendly entertainment.”