The new line of licensed WWE collectibles sold out within days of appearing on the shelves of UK retailers.
PMI’s new licensed WWE collectibles range landed in UK retailers recently, and promptly sold out within a matter of days as fans of the property clamoured to get their hands on the products. One major retailer has placed a reorder for some 40,000 pieces, according to the company, having sold out of its initial 5,000 in record time.
The initial launch range – the WWE Superstar Keychains assortment – comprises 18 blind-bagged figures showcasing the Superstars of WWE including John Cena, The Rock, Roman Reigns and Becky Lynch (A.K.A The Man), each of which can be attached to keys, bags or other accessories. The full range, which distributor Singleton Trading is currently rolling out across the UK, comprises a variety of blind-bagged and blister pack collectibles from Stamper figures to pencil toppers, all attractively priced for impulse purchase; the Superstar Keychains retail at £2-3 RRP.
Omer Dekel, VP international sales, told Toy World why the range has performed so well since launching. “Our WWE line is huge in the UK at the moment. The property moved to BT Sport and went free-to-air on Channel 5 recently, which has seen brand awareness and popularity skyrocket. We’re helping to cater to the huge demand that’s out there for product of this nature. The attention to detail is incredible; we’ve taken all PMI’s expertise in the collectibles market and used it to create a toy line bursting with the high quality and value for money consumers have come to expect from our portfolio. Our ranges are a real demand-driver at retail, helping to drive footfall and repeat purchases, and this new line looks set to be a big success.”
This year also witnessed the crowning of the first ever British Royal Rumble winner and first ever British WWE Champion, Drew McIntyre, whose achievements made headline news in the UK. As a result, brand awareness within the UK is at an all-time high.
“As key partners we’ve collaborated very successfully with PMI on several collectible ranges including Fortnite, TMNT and Harry Potter,” added Marc Sivner at Singleton Trading. “When presented with the WWE range, we therefore knew, based on previous sales, that this winning formula was sure to be a success. The launch has surpassed all expectations by selling out within days of hitting retail stores, but retailers needn’t worry – we’ve got more stock on the way.”
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