Mattel gets WWE license

Though the first products won’t hit shelves until 2010, it seems Mattel will take over the WWE license, currently held by JAKKS Pacific.

STAMFORD, Conn., February 13, 2008 – World Wrestling Entertainment® (“WWE”), the greatest force in sports entertainment, and Mattel, Inc., the undisputed champion of the toy industry and the world’s leading toy manufacturer, today announced that they have entered into a comprehensive, multi-year licensing agreement, effective as of January 2010, naming Mattel as WWE’s master toy licensee covering all global territories upon the expiration of WWE’s current toy license.

Under the terms of the agreement, Mattel will develop and market products in a wide variety of toy categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C), and role play products. The first line of products will be available in 2010.

I only own one JAKKS WWE figure (Classics Hulk Hogan), but it’s clear JAKKS has done about as much as they could with WWE. I suspect this is as much JAKKS stepping down as it is Mattel stepping up to the license.

After years of letting Hasbro and Toy Biz dominate the action figure market, Mattel seems to be making a concerted effort to build their boys’ brands. They’ve got all the major DC Universe rights now. Rumors of a new Masters of the Universe movie and another shot at a toy line continue to swirl–obviously boosted by the success of the Transformers movie and the buzz around the upcoming G.I. Joe flick (though I’m afraid MOTU just doesn’t have the following or cultural cachet of either of those franchises–why not make a big-budget, live-action Barbie movie with a big-name actress? If done with a sense of humor, I think it could work).

With WWE, Mattel has cornered two pretty big boys’ market licenses (including DC). Hasbro still has Marvel, Transformers, G.I. Joe, and Star Wars, but if Mattel can follow Hasbro’s example and cater to older collectors as well as children, their WWE acquisition could bode well for the action figure market. Now if WWE can just get its act together. The surprise success of the American Gladiators revamp might help spur a pro wrestling renaissance.

Speaking of American Gladiators…now that they’re losing WWE, I hope JAKKS is looking at bringing me that Wolf figure…

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3 Comments

  1. Poe

    JAKKS has had a good run with WWE. Though their 3 3/4" line might get cut short (though they can push a lot of product out by 2010), I don't think there's much more they could have done with the license at this point. Kind of like how Playmates burned out on Star Trek and the Simpsons.

    As for Mattel will do…I have no idea. I don't see them putting the Four Horsemen on this project, since it would probably be faster and cheaper to use the existing Gentle Giant scans and so forth.

  2. orionpax636

    I will miss seeing Jakks' WWE figures. I bought a few of my favorites, and a lot of their figures from the Deluxe Aggression and Deluxe Classics are great ones (including my literal Great One, the Rock). They did pretty well with their likenesses, which is impressive, considering they were working with real people as their models. And some of their authentic scale rings were incredible, building a scaled Elimination Chamber is insane!

    That being said, if Mattel can put out super-articulated, well-sculpted figures of WWE superstars, I'm all for it. PLUS, if they use their go-to sculptors, the Horsemen to make them…all gloves are off. I know I'd kill for a 4 Horsemen sculpted Undertaker. And The Rock. And Stone Cold. And Batista. And Cena. And…

  3. Tom-Tom

    is this a good thing or no? i havent made up my mind yet…

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