WWE announces multi-year extension of Mattel partnership

Kicking off what’s sure to be a newsworthy WrestleMania week, WWE has signed an extension of one of its most important partnerships.

WWE and Mattel issued a press release on Monday announcing a multi-year extension of their global licensing agreement. It will see Mattel continue to produce WWE action figures and accessories, playsets, and other items like action figure vehicles and vehicle accessories.

After previously working with Jakks Pacific, WWE announced in 2009 that it was switching to Mattel as its new partner for action figures. Mattel is among the biggest action figure producers in the world and is a competitor of Hasbro.

Mattel’s first WWE figures were released in 2010, with the two sides agreeing to multiple new deals to continue their partnership in the years since.

“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,” today’s press release touted. “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.”

The press release also included quotes from Mattel Chief Franchise Officer Josh Silverman and WWE Co-Head of Revenue Alex Varga.

“Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” Silverman said. “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,” Varga added. “Extending this collaboration will allow us to continue offering products that bring our WWE Superstars and their stories to life for our global fanbase.”

Source