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

License Global

October 21, 2021

1 Min Read

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. 



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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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