Mattel, Inc. and WWE® have officially renewed their long-standing global licensing agreement, solidifying their collaborative future. The renewed deal grants Mattel exclusive rights to design and manufacture WWE action figures, action figure accessories, and kids’ toy title belts, continuing one of the most successful and fan-loved toy lines in the world of sports entertainment.
A Legacy of Toy Industry Dominance
The partnership between WWE and Mattel began in 2009 and has since become one of the most iconic alliances in the toy industry. Over the past 15 years, the WWE action figure line has consistently remained the top-selling property in the U.S. action figure category according to Circana, delighting fans of all ages and collectors worldwide.
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Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, emphasized the brand’s strength, stating:
“WWE is an iconic entertainment brand that connects deeply with a broad fan base across the globe – and we’ve been thrilled to bring its storylines and characters to life through toys for more than a decade. This renewed partnership allows us to keep delivering authentic, engaging play experiences to WWE fans for years to come.”
WWE and Mattel’s Shared Mission for Global Growth
Both companies are poised to leverage their platforms for even broader international reach. WWE’s global popularity and Mattel’s extensive distribution and brand power make this partnership a cornerstone of both companies’ strategies moving forward.
Sarah Cummins, WWE’s Head of Consumer Products, shared:
“Mattel is the preeminent toy manufacturer in the world, and through this partnership, we’ve established WWE as a consistent top brand within the action figure category. Our ability to showcase our larger-than-life Superstars with authentic toys and replica titles allows the WWE Universe to interact with the brand in new and exciting ways.”
What Fans Can Expect Moving Forward
Under the new agreement, fans will continue to see their favorite WWE Superstars immortalized in collectible action figure form—from iconic legends to today’s hottest talent. Mattel will also expand its kids’ toy title belt offerings, ensuring younger members of the WWE Universe can feel like champions at home.
With growing interest in premium collectibles, Mattel Creations will likely continue to be a vital platform for exclusive WWE offerings. Past successes such as the Ultimate Edition line and San Diego Comic-Con exclusives are expected to evolve as part of this ongoing collaboration.
Building the Future of Play and Fandom
Mattel’s renewed commitment to WWE signals more than just toys on shelves—it represents a shared belief in the power of storytelling, character, and imaginative play. As Mattel continues expanding its iconic portfolio that includes Barbie®, Hot Wheels®, Fisher-Price®, Masters of the Universe®, and Monster High®, its WWE line stands tall as a pillar of the action figure category.
The renewal ensures that WWE fans across generations will continue to experience the brand in meaningful and collectible ways, strengthening the bond between the ring and the toy aisle for years to come.
Are you ready to add the next generation of WWE Superstars to your collection? Which figures are you most excited to see from Mattel’s upcoming waves? And how has collecting WWE action figures evolved your fandom? Head to social media and let us know!
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