Mattel and WWE team on new girls line

WWE Superstars features the first-ever fashion dolls and role-play items inspired by the entertainment company's female stars, and will be available exclusively at Toys "R" Us in September.
July 21, 2017

Mattel and WWE have partnered up to launch a girls product line featuring the first-ever fashion dolls and role-play items inspired by WWE’s female stars.

The WWE Superstars line will be available exclusively at Toys “R” Us and will be available for preorder online on July 24. The dolls will launch at Toys “R” Us stores across the US in September.

This is the first time female WWE wrestlers—including Nikki and Brie Bella, Sasha Banks, Natalya, Chartlotte Flair, Becky Lynch, Alicia Fox and Eva Marie—will have a fashion doll or role-playing line. The launch includes 12″ dolls, role-play items and action figures, and is designed to give WWE’s sizeable girl fan base a new way to connect with the brand.

The fashion dolls feature multiple fashions while the role–play items include a WWE Women’s Championship title belt, a headband and Sasha Banks’ Legit Boss rings. The action figures, meanwhile, are inspired by the stars’ in-ring characters and include iconic ring looks and accessories.

The launch is arriving at a time when empowered female characters are taking over TV screens and toy shelves. As a result, items that have traditionally been associated with boys—including role-play products and weapons—are now much more likely to be released in association with girl-skewing properties. Nickelodeon’s Nella the Princess Knight has a sword, for example, while the titular heroine in Disney’s Elena of Avalor carries a magical scepter.

According to WWE, the new line is a significant moment in the evolution of the female Superstars brand as well as for the company as a whole. It comes as WWE continues to reach fans in new ways, after launching its first WWE Slam Crate with L.A.-based retail platform Loot Crate last year. The bi-monthly subscription box features WWE-branded products and content exclusive to Loot Crate, including apparel and collectibles.

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