WWE Renews Long-Running Partnership

WWE

WWE have renewed a long-running business partnership under a new multi-year global licensing agreement announced on April 14, 2025.

The partnership with Mattel dates back to 2010 and sees the company producing a range of WWE toys, including action figures.

Announcing the multi-year extension to their contract, Mattel issued a press release which reads:

EL SEGUNDO, Calif., April 14, 2025 – 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 shop.mattel.com and in select retailers globally.

Among Mattel’s offerings is a John Cena WWE Elite Greatest Hits action figure that is completely transparent.

The collector’s edition figure includes changeable heads, hands and accessories, all of which are see-through.

Founded in 1945, Mattel’s franchise portfolio, as the press release notes, includes Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket.

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