Retail Merchandiser - March/April 2017 - 34

WWE

Stable of Champs
WWE's toy licensing partnerships with Mattel, Playmates and others play a big role in the
sports entertainment giant's consumer product dominance. BY JIM HARRIS

Mattel offers WWE fans plenty of options when
it comes to its action figures. The Elite Line
includes (from left) Asuka, Cesaro, AJ Styles,
Tatanka and Roman Reigns.

Somewhere in the world right now, John Cena and the
Ultimate Warrior are having an epic match for the WWE
Championship.
Elsewhere, "Macho Man" Randy Savage
and "Stone Cold" Steve Austin could
be forming a partnership to take on the
Wyatt Family.
These time-bending matchups will
not happen on WWE's flagship shows
Monday Night Raw or SmackDown
Live. However, thanks to WWE's
relationships with toymakers such as
Mattel, anything is possible in the hands
and imaginations of its millions of fans.
Action figures bearing the likenesses
of WWE Superstars have been a major
part of the sports entertainment leader's
toy licensing strategy for more than 30
34

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years. Mattel - the world's largest toy
maker in terms of revenue - has been
the company's action figure licensee
since 2010.
"Mattel has been a great partner to
us," WWE Executive Vice President of
Consumer Products Casey Collins says.
"They are truly a global organization
and they get the DNA of our brand.
Their team is passionate about WWE
- they go to our live events and watch
our TV programs every week, so they
understand what is special about us,
and bring those qualities into every toy
they make."

March/April 2017

WWE's strong global brand, paired
with Mattel's worldwide distribution
presence, has made its action figures a
perennial top seller on toy shelves as
well as online. WWE has ranked in
the top-3 selling action figure properties in the U.S. action figure super
category, since 2013, finishing No. 2


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2017

Contents
Retail Merchandiser - March/April 2017 - Cover1
Retail Merchandiser - March/April 2017 - Cover2
Retail Merchandiser - March/April 2017 - 1
Retail Merchandiser - March/April 2017 - Contents
Retail Merchandiser - March/April 2017 - 3
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