WWE toy line continues UK success

Published on: 11th May 2012

Mattel’s WWE toy line continues to be a success in Britain with a strong sales growth of 5% across the portfolio.

According to NPD Data for the Action Figure Super Category (Value) March 2012, WWE is the #4 action figure brand*.

A new range of toys is set to be released in Britain and will be driven by an extensive marketing programme comprising WWE UK live events, heavyweight TV advertising and high-visibility activity within boys press and online.

The new WWE Brawlin’ Buddies are super-size WWE plush characters which come to life with fighting sounds and signature phrases.

Also new is the WWE High Flying Fury play-set, which lets WWE fans launch WWE FlexForce figures into the air flying, spinning, crashing and bashing through breakable ladders, tables and chairs. There are also new additions to the WWE Rumblers line, including the WWE Rumblers Blastin’ Breakdown Ring.

Mattel boys marketing manager Jonathan Kirkley commented: “WWE looks set to be a winning brand in the UK in 2012.  The toy line is in a great position and our exciting new portfolio will really bring the entertainment property to life, supported by a strong multi-platform marketing campaign that will keep the toys front of mind.”

*NPD Data Action Figure Super Category Value March 2012


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