WWE, Mattel ink licensing deal

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NEW YORK -- World Wrestling Entertainment and Mattel announced a multi-year licensing agreement, beginning January 2010, naming Mattel as WWE's master toy licensee covering all global territories upon the expiration of WWE's current toy license. WWE's current license is with Jakks Pacific.

Under the terms of the agreement, Mattel will develop and market products in a wide variety of toy categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles and role-play products. The first line of products will be available in 2010.

"The unbeatable combination of Mattel's product innovation, retail relationships and global distribution, along with WWE's world-renowned brand and superstars, global television penetration and live events will result in many years of profitable business for both parties," said Donna Goldsmith, WWE's executive vp of consumer products.
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