Mattel and WWE Launch Toy Line Worldwide

by Jay Cochran
January 05, 2010
World Wrestling Entertainment and Mattel, Inc. today debut the most comprehensive portfolio of WWE action figures and accessories for fans of all ages on store shelves worldwide. Mattel will manufacture, market and distribute the exclusive line of WWE action figures and accessories. These two leading entertainment brands will bring the thrill of WWE home in a new and fun way to the more than half a billion television households that view WWE programming worldwide. In the U.S. alone, more than 16 million viewers tune in each week to “Monday Night Raw,” “Friday Night SmackDown,” “ECW” and “WWE Superstars.”

“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.”

The line includes action figures and toys for both kids and collectors. Younger fans will delight in Mattel’s first-ever FlexForce Action Figures, which allow them to recreate the excitement of their favorite WWE Superstar moves. Based on innovative design research, the figures utilize flex-loaded arms and legs to execute the thrilling trademark maneuvers made famous by WWE Superstars such as John Cena®, CM Punk and Rey Mysterio. 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.

“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, general manager, Mattel Brands' Girls, Boys & 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,” stated Donna Goldsmith, COO, 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.”

Mattel is equally dedicated to creating products that appeal to WWE's enormous collector community, delivering a line that surpasses all previous ones in terms of attention to detail and realism. With all action figures featuring “Superstar Scale,” fans can now experience the differences in height and size between WWE Superstars from Rey Mysterio to the Undertaker. 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.

Fans looking to complete their collection will have a chance to purchase new figures 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.

Leveraging social media channels, Mattel will update fans on never before seen products and offer the opportunity to engage directly with fellow collectors. Visit the Mattel WWE Facebook fan page for more information.
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