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.

JAKKS Pacific has held the WWE toy license since 1996. The TNA action figure license was previously held by Marvel Toys.

Under the terms of the Mattel WWE agreement, Mattel will develop and market products in a wide variety of toy categories such as action figures, accessories, and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C), and role-play products.

JAKKS’ new TNA license includes all styles of action figures, playsets, accessories, and role-play toys as well as collectible items based on TNA Wrestling’s top talent.