WWE extends global partnership with Mattel

Published on: 25th October 2021

The deal covers exclusive rights for WWE action figures, accessories and title belts and continues the partnership which began 12 years ago.

Mattel has announced a multi-year extension of its global master toy licensing agreement with WWE including exclusive rights around action figures, action figure accessories and kids’ toy title belts.

Since 2009, Mattel and WWE have developed a diverse portfolio of toys which are currently available in more than 50 global markets. WWE Action Figures have ranked as the number one action figure property in the US and consistently hold a top ranking.

Mattel’s WWE Basic Action Figure Series is the longest-running continuous action figure assortment in history, and over the years, WWE and Mattel have launched multiple collaborations such as WWE and Ghostbusters and WWE and Masters of the Universe.

“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 Sarah Cummins, WWE senior vice president, Consumer Products.

Nick Karamanos, senior vice president of Entertainment Partnerships, Mattel added: “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, WWE is an important partner, and we look forward to continuing our relationship for years to come.”

WWE’s TV-PG programming can be seen in more than 900m homes worldwide in 28 languages through distribution partners including NBCUniversal, Fox Sports, BT Sport, Sony India and Rogers. The award-winning WWE Network includes all live pay-per-views, scheduled programming and a massive video-on-demand library and is currently available in more than 180 countries.

For more information on Mattel’s WWE range visit 

Additional information on WWE can be found at and


Nikko Toys revs up for new RC rally cars in deal with M-Sport

Desi Dolls launches in FAO Schwarz, Selfridges London

Families flock to Smoby Play Zone at Gloworm Festival

Pip and Posy entertain at Bristol International Balloon Fiesta

Exclusive: John Grice on Naylor Activity Tunnels

Friday Blog

Innocent until proven guilty …it’s the Friday Blog!

Little Tikes unveils toys based on ‘Let’s Go Cozy Coupe’

Kidicraft bolsters team with two new appointments

Exclusive: embracing Plush

Exclusive: NPD Insight half way through 2022