featuring GPK versions of WWE Superstars for fans to obsess over. To add to the excitement, there are also exclusive WWE and GPK collaboration items available at wweshop.com. THE FACTS ON FIGURES It’s probably no surprise that with a lineup of interesting characters and a huge fans, WWE dominates the action figure category. Mattel is the brand’s global partner for action figures, and last year, it secured both the No. 1 and No. 3 spots for action figure items in the U.S., accord-
At our core, WWE tells stories of good versus evil, which is something everyone can relate to.
ing to the NPD Group. Its line features just about as much variety as WWE’s fans. Mattel’s figure line centers around its Core Figure Assortment, consisting of 6-inch WWE action figures that feature articulation, True FX-enhanced facial detailing for authenticity, and ring gear. The Elite Figure Assortment also includes 6-inch figures and all the same features, but adds on even more articulation and accessories. There are more options for collectors, including the Collector Ultimate Edition Assortment and the WWE Championship Title Assortment, which features a variety of WWE Championship Belts. Mattel’s Wrekkin’ line adds “action” into them. The 6-inch Wrekkin’ Figure Assortment features collectibles with three moves — slamming, punching, and kicking — and they can even hold “wrekkable” accessories, such as a ladder, a table, and more. There’s also a Wrekkin’ Ring, which is a play set with a backstage gym area and collapsible scaffolding. Whether fans are displaying their figures in a collection or re-enacting their favorite wrestling moments with their friends, they’ll be able to bring the best — or their own — WWE storylines to life. And WWE is not content with just topping action figure markets. Thanks to new deals with companies such as Mars, Hyundai, Coca-Cola, EA Games, Paramount, Universal, Disney, and more, the WWE’s global sponsorship revenue
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increased by 17% last year, showing that nearly everyone is willing to bet on the company — and that its success is only trending upward. With more than 300 licensees with products in more than 85 countries, WWE fans would be hard-pressed to be unable find something that doesn’t match their personal taste or style. “Fans are extremely passionate about our brand, so we create opportunities for them to express their fandom through a variety of products,” Cummins says. “From action figures to apparel and [replicas of] championship titles, there is something for everyone. Authenticity and relevancy are critical to our success.” MORE THAN MERCH Sure, it may be hard to shop without seeing any WWE-branded products, but it’s also becoming just as difficult to flip through the channels or scroll social media pages without seeing WWE Superstars. The E! Network’s second-longest-running reality TV show — right behind the empire that is Keeping Up with the Kardashians — is Total Divas, which gives fans an inside look into the lives of female WWE wrestlers, including their work within WWE and behind-the-scenes footage that gives insight into their personal lives. Additionally, last year, the Miz & Mrs. docuseries premiered on USA, chronicling the lives of Superstars — and married couple — The Miz and Maryse. These shows, in addition to WWE’s other programming, are available in more than 800 million households in more than 180 countries and 27 languages. Not many sports brands — or even entertainment brands for that matter — pack that kind of power. One thing is for sure: WWE’s robust content, carefully curated storylines, characters overflowing with unique personalities, and ever-loyal fans turn their merchandising program into money in the bank. » Ali Mierzejewski is a senior editor of the Toy Book, and editor-in-chief of the Pop Insider and the Toy Insider. She reports on trends and hot topics in the toy and pop culture indusries, keeping up to date with the latest in TV, movies, video games, collectibles, and more. She has been featured on ABC World News Now, The TODAY Show, HLN Weekend Express, and more. Follow her on Twitter @ohsotrendy.