WWE and Mattel today announced a multi-year extension of their global master toy licensing agreement that will go through 2019.
Mattel has owned the WWE rights for action figures and toys since 2009 after taking over from JAKKS Pacific. Since then, WWE action figures have ranked as the number 1 action figure property in the U.S. and consistently hold a top ranking.
“WWE and Mattel’s action figure line is consistently ranked in the top two thanks to our creative marketing campaigns, tremendous retail support and seamless infusion of cutting-edge innovations,” said Doug Wadleigh, Senior Vice President, Global Brands Marketing, Boys and Entertainment for Mattel. “We are excited to continue our partnership with WWE as they expand their global footprint and leverage our global scale to deliver WWE toys to kids around the world.”