WWE has publicized the extension of their global collaboration with Mattel, which involves a multi-year accord renewal.
Regarding the deal, Mattel will continue their contributions by producing toys, action figures, and supplementary items for WWE.
Here’s the official press release:
Mattel and WWE® Extend Worldwide Licensing Partnership
The multi-year extension arrives amidst WWE’s significant international growth and reaffirms Mattel’s commitment to creating WWE action figures, playsets, and beyond
EL SEGUNDO, Calif., April 14, 2025 – An announcement was made by Mattel, Inc. (NASDAQ: MAT) and WWE, a division of TKO Group Holdings (NYSE: TKO), today about a multi-year continuation of their global licensing agreement. As part of the agreement, Mattel will persist to fabricate a broad spectrum of WWE products such as action figures and attachments, playsets, role-play merchandise, vehicles, and vehicle accessories.
Since 2010, Mattel and WWE have collaborated to bring to market a wide-ranging and varied array of toys that are now retailed in over 50 worldwide markets. Mattel’s WWE action figures have consistently featured among the top 10 portfolios in the U.S. action figure sector. One such record includes the WWE Main Event Action Figure Series which is the most continuously running action figure collection. The multi-year extension synchronization comes parallel to WWE’s sustained international growth through a novel partnership with Netflix. As part of this new venture, Monday Night Raw premiered on the U.S. streaming service in January 2025 and all WWE programming along with Premium Live Events have also become available on Netflix in many international markets.
“Our enduring association with WWE has culminated in some of the most acclaimed action figures in the sector,” stated Josh Silverman, Chief Franchise Officer at Mattel. “With the extension of this contract, we are devoted to delivering bona fide, superior quality products that encapsulate the vigor and larger-than-life personas of WWE to its fans worldwide.”
“Mattel has been a fundamental part of our consumer products plan for the past 15 years,” highlighted Alex Varga, Co-Head of Revenue at WWE. “The prolongation of this partnership provides us with the opportunity to continue supplying products that recreate our WWE Superstars and their narratives for our international followers.”
Mattel’s current variety of WWE products can be accessed online at shop.mattel.com and in selected worldwide retailers.