Shop Talk

Retailers, consumers and prices

Mattel flexes muscle with new toy line

January 4, 2010

WWEMattel is hoping for some hook-throwing, flip-kicking action this new year.

Its new line of toys themed around popular World Wrestling Entertainment figures like “Triple H” and “The Undertaker” is hitting store shelves this week  as the world’s largest toy maker continues to expand its portfolio beyond Barbie dolls and Hot Wheels.

The new line includes action figures and toys for both kids and collectors.

Mattel’s “FlexForce” action figures will allow younger fans to recreate trademark moves made by WWE stars like John Cena, CM Punk and Rey Mysterio.  Kids can also buy accessories like championship belts and motion-activated “Tough Talkers” that make striking sounds.

Mattel also hopes to garner attention from older hard-core wrestling fans and collectors through its  ”Elite Collection,” which has finer detail and is packed with a collector stand and name card for display.

All action figures are made to a “Superstar Scale” that the toy maker touts will allow fans to  better experience the differences in height and size between the characters. They are priced between $10 and $25.

The deal with Mattel will give WWE, better known for its live and televised professional wrestling matches with names such as “Monday Night Raw” and “Friday Night Smackdown,” a new avenue to boost revenue.

(Reuters Photo)


This year’s line up of WWE figures:

-Box’n Bite’n Mike Tyson.
-Rap Fighter Edition Sean “Puff Puffy P. Diddy Daddy Combs” Combs.
-Ed the Janitor (with spring action broom)
-John “Doe” McEnroe the over-enthusiastic audience spectator.
-Dan “Half” Nelson the Olympic Wrestler.

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