EL SEGUNDO, Calif., April 14, 2025 – Mattel, Inc. (NASDAQ: MAT) and WWE, part of TKO Group Holdings (NYSE: TKO), today announced a multi-year extension to their global licensing agreement which sees Mattel continue to produce a wide range of WWE products including action figures and accessories, playsets, roleplay items, vehicles, and vehicle accessories.
Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010, now sold in over 50 markets worldwide. Mattel’s WWE action figures have consistently ranked among the top 10 properties in the U.S. action figure category, with the WWE Main Event Action Figure Series being the longest-running continuous action figure assortment in history. The multi-year extension comes at a time of continued international expansion for WWE through its new partnership with Netflix. Monday Night Raw launched on the U.S. streaming service in January 2025, with all WWE programming and Premium Live Events also becoming available on Netflix across many international markets.
“Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” said Josh Silverman, Chief Franchise Officer at Mattel. “As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.”
“WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years,” said Alex Varga, Co-Head of Revenue at WWE. “Extending this collaboration will allow us to continue offering products that bring our WWE Superstars and their stories to life for our global fanbase.”
Mattel’s current offering of WWE products can be found online at
shop.mattel.com and in select retailers globally.
A very sensible move on both sides - WWE is a solid line that continues to sell, the Mattel team working on it clearly have passion for what they're doing and have put in a lot of work to develop their offerings over the past decade and a bit. It's the definitive wrestling action figure line at this stage, so I'm glad to see it stay where it is for the foreseeable future.
If nothing else, it's nice to see that Mattel are clearly staying in the toy-making business, unlike certain other major competitors who have signaled the contrary...
Great move by both Mattel and WWE, it continues the long collaboration between the two. Mattel seems to be making a big move towards their place in the action figure scene. Their MOTU limes have been fantastic as well as their WWE lines and now with their DC partnership I see good things ahead!!
Not sad about that. Wish they would be a little less repetitive with the character choices (and how short they wait between releasing extra versions of the same person), I mean, we don't need 10 Hulk Hogans in a calendar year-- but I get why that happens. They're really on their game these days with the sculpts and face prints, and they're not afraid to branch out into weird and often overlooked character selections so it's a pretty solid line at the end of the day.
A surprise to nobody and the greatest damn partnership in town. WWE figs are by far the best toy product for me (GI Joe right behind them) so to end this partnership is just suicide for a line
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