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Mattel and WWE launch toy line

World Wrestling Entertainment and Mattel have teamed up to launch a new line up of action figures and accessories targeting the more than half-billion people that take in WWE programming worldwide.
January 5, 2010

World Wrestling Entertainment and Mattel have teamed up to launch a new line up of action figures and accessories targeting the more than half-billion people that take in WWE programming worldwide.

Mattel will manufacture, market and distribute the exclusive line of WWE action figures and accessories. In the US alone, more than 16 million viewers tune in each week to catch the exploits of the world-famous wrestling league.

Highlights of the line include Mattel’s first-ever FlexForce action figures. Based on innovative design research, the figures utilize flex-loaded arms and legs to execute the trademark maneuvers made famous by WWE superstars such as John Cena, CM Punk and Rey Mysterio. Other products designed specifically for kids will include superstar rings, championship belts, ring action megaphone and motion-activated tough talkers that deliver WWE superstar catch phrases and striking sounds.

A highly detailed line for the collector demo is designed with precise attention to detail such as the differences in height and size between WWE Superstars from Rey Mysterio to the Undertaker. As well, the toyco’s new Elite Collection comes packed with a collector stand and name card for easy display.

Mattel is releasing basic figure single packs will be every month, while two-packs and Elite figures will roll out every other month. In addition to the global retail launch, the entire new line will be available to purchase at the more than 300 live WWE events held throughout the year.

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