It’s a set of moves and plot twists worthy of a professional wrestling match. WWE, the largest professional wrestling and sports entertainment company in the world, last week entered into a comprehensive, multiyear licensing agreement with Mattel Inc., effective January 2010, naming Mattel WWE’s master toy licensee covering all global territories upon the expiration of WWE’s current toy license with JAKKS Pacific. JAKKS responded by announcing that they have signed an exclusive five-year worldwide master toy license with TNA (Total Nonstop Action) Entertainment LLC for TNA Wrestling, with a planned launch also expected to commence in 2010.
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