Licensing News

Mattel & WWE Extend Master Toy Partnership


Mattel and WWE have decided to extend their global master toy licensing agreement, which grants the toy manufacturer exclusive rights to produce WWE action figures, action figure accessories, and kids toy title belts.

“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 WWE’s SVP of consumer products, Sarah Cummins.

Over the course of its partnership with the wrestling franchise — which first began in 2009 — Mattel introduced its long-running, continuous action figure assortment, the WWE Basic Action Figure Series. The companies have also launched several brand collaborations, including WWE and Ghostbusters, and WWE and Masters of the Universe.

“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 Mattel’s SVP of entertainment partnerships, Nick Karamanos. “WWE is an important partner, and we look forward to continuing our relationship for years to come.”