Mattel Extends WWE Licensing Partnership Amid Global Expansion

Mattel and WWE have announced a multi-year extension of their global licensing partnership, allowing Mattel to continue producing a diverse range of WWE-themed toys, including action figures and accessories. This agreement solidifies their collaboration, which has been in place since 2010 and has seen success in over 50 international markets. The renewal comes as WWE experiences significant growth, particularly following the launch of its programming on Netflix in January 2025. Mattel's WWE action figures have consistently ranked among the top properties in the action figure market, with the WWE Main Event Action Figure Series being the longest-running series in history. Both companies emphasize the importance of this partnership in enhancing consumer engagement and bringing WWE characters to fans worldwide. Mattel's products will remain available through their website and select global retailers.