WWE has tapped Sarah Cummins as its SVP of consumer products. Reporting directly to WWE’s chief marketing and communications officer Brian Flinn, Cummins will oversee the company’s global CP business including licensing, e-commerce, venue sales, home entertainment and publishing.
Prior to joining WWE she served as head of business development and strategic partnerships at community running organization New York Road Runners.
Former WWE CP execs have gone on to big roles in the kids space, including Casey Collins who left his post as the EVP of CP in August to join Hasbro as its new SVP and GM of global consumer products. A year prior, WWE’s former licensing VP for North America Jess Richardson joined Netflix as the director of global licensing, merchandising and promotions.
Cummins’ appointment comes after WWE promoted George Barrios and Michelle Wilson to serve as co-presidents in February 2018. Barrios was previously chief strategy and financial officer at the company, while Wilson was WWE’s chief revenue and marketing officer.
The wrestling franchise has been making moves in the kids product space lately, including in 2017 when it partnered with Mattel to launch a girls product line (pictured) featuring the first-ever fashion dolls and role-play items inspired by WWE’s female stars.