Mattel, Jakks' dueling wrestling deals
By Staff -- Gifts and Dec, 2/13/2008 7:58:00 AM
STAMFORD, Conn.—Mattel has taken toy rights to World Wrestling Entertainment in a multi-year licensing agreement covering all global territories upon the expiration of WWE’s current toy license with Jakks Pacific in January 2010.
Under the terms of the agreement, Mattel will develop and market products in a wide variety of categories, including action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C) and role-play products. The first line of products will be available in 2010.
“We’re thrilled to be partnering with WWE to jointly develop a long-term global brand that brings their superstar talent to kids of all ages in new and innovative formats,” said Tim Kilpin, general manager/senior vice president of boys/entertainment, Mattel Brands.
Not to be outdone, Jakks Pacific today announced a new five-year deal to produce toys based on competing pro wrestling league, TNA Wrestling. The toymaker’s master toy license includes rights for action figures, playsets, accessories and role-play toys, as well as collectible items based on TNA Wrestling’s top talent.
While having nowhere near WWE’s name rcognition, TNA has been increasing in popularity since its inception in 2002. The league’s TNA iMPACT airs Thursday nights in the U.S. on MTV Networks’ Spike TV, and also airs in more than 110 other countries.
“TNA’s stellar and growing arsenal of top world famous wrestlers, impressive ratings increases, aggressive live touring event schedule, and mounting exposure worldwide, coupled with Jakks’ expertise as the world’s leading wrestling toy maker, bodes well for this new wrestling toy line to create a perfect storm,” said Jakks chairman and CEO Jack Friedman. “By the time 2010 arrives, TNA should be able to increase its market share even more significantly, and fans should be even more receptive to a new and exciting wrestling toy line.”
“TNA fans have come to expect the very best in professional wrestling in everything we do, and Jakks represents the top of the line in pro wrestling action figures,” said Dixie Carter, president of TNA Wrestling. “We could not be more thrilled to have the world’s leading wrestling toymaker join the fastest growing professional wrestling brand in the world. We believe that Jakks’ strength in the wrestling action figure genre will help continue TNA's reinvention of pro wrestling."
Jakks has been WWE’s primary toy licensee since 1995. That it won't remain such isn't entirely unexpected. The toymaker and WWE had been embroiled in a lawsuit that alleged Jakks executives bribed a WWE exec in order to obtain WWE video game rights. In the case, WWE had sought to have its toy license with Jakks severed. In December 2007, a court ruled in Jakks' favor.
Pictured: Two of Jakks' WWE figures
We would love your feedback!
-
Jakks expands UFC rights
Aug 6, 2009 -
Let There Be Highlights!
Feb 1, 2010 -
Mattel details new WWE action figures
Jan 5, 2010 -
Show 'n' Tell
Jun 1, 2009
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
