Mattel and WWE Still Body Slamming Together

Mattel and WWE are back at it as they renew a multi-year extension that will have them creating WWE action figures, playsets, and other fun items. We all love WWE and Mattel has done a great job at making sure we can continue the action at home with their figures and playsets. As WWE continues to expand internationally with a partnership with Netflix, it will be great for Mattel to produce products that help bring WWE Superstars to the global fanbase. We know that the Mattel WWE action figures rank high in the U.S. action figure category, now they hope to do the same internationally.

Mattel and WWE® Renew Global Licensing Partnership
Multi-year extension comes at a time of major international expansion for WWE and solidifies Mattel’s continued creation of WWE action figures, playsets, and more

Mattel, Inc. (NASDAQ: MAT) and WWE, part of TKO Group Holdings (NYSE: TKO), today announced a multi-year extension to their global licensing agreement which sees Mattel continue to produce a wide range of WWE products including action figures and accessories, playsets, roleplay items, vehicles, and vehicle accessories.

Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010, now sold in over 50 markets worldwide. Mattel’s WWE action figures have consistently ranked among the top 10 properties in the U.S. action figure category, with the WWE Main Event Action Figure Series being the longest-running continuous action figure assortment in history. The multi-year extension comes at a time of continued international expansion for WWE through its new partnership with Netflix. Monday Night Raw launched on the U.S. streaming service in January 2025, with all WWE programming and Premium Live Events also becoming available on Netflix across many international markets.

“Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” said Josh Silverman, Chief Franchise Officer at Mattel. “As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.”

“WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years,” said Alex Varga, Co-Head of Revenue at WWE. “Extending this collaboration will allow us to continue offering products that bring our WWE Superstars and their stories to life for our global fanbase.”

Mattel’s current offering of WWE products can be found online at www.shop.mattel.com and in select retailers globally.