WWE, Mattel Extend Global Partnership

Sports entertainment and toy brands market action figures and more to kids and fans.

October 21, 2021

World Wrestling Entertainment (WWE) and Mattel have announced a multi-year extension of a global master toy licensing agreement. The extended partnership includes 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 in more than 50 global markets. WWE action figures have ranked as the No. 1 action figure property in the U.S. and consistently hold a top ranking. 

“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,” says Sarah Cummins, senior vice president, consumer products, WWE. 

“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,” says Nick Karamanos, senior vice president of entertainment partnerships, Mattel. “WWE is an important partner

and we look forward to continuing our relationship for years to come.” 

Mattel’s WWE basic action figure series is the longest-running continuous action figure assortment in history. Over the years, WWE and Mattel have launched multiple collaborations such as WWE and Ghostbusters and WWE and Masters of the Universe. 

Mattel and WWE are exhibiting at Brand Licensing Europe. 

Be sure to register for Brand Licensing Europe here.