WWE Extends Long-Running Partnership
WWE has extended a long-running contract.
It’s been announced that WWE has agreed a “multi-year extension” to its licensing agreement with Mattel. WWE has been working with the toy manufacturing company since 2010, and now has products in more than 50 international territories.
You can find the full press release from WWE below.
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.”
WWE Star Extends Huge Deal
The news comes after Cody Rhodes extended his partnership with Wheatley Vodka. The two sides began working together in 2024 and will continue to do so for several more years.
Since returning to WWE at WrestleMania 38, Rhodes has been riding the crest of a wave that has made him one one the biggest stars in the entire industry. Over the following three years, Rhodes has won World Tag Team gold, and the Royal Rumble twice on his way to becoming Undisputed WWE Champion.
The American Nightmare will be back in action at WrestleMania 41 when he puts his title on the line in the main event John Cena.