Source: Mattel/The Toy Book

Mattel and WWE are continuing their long-running partnership.

The companies inked a multi-year extension of their global licensing agreement that sees Mattel retain exclusive, master toy rights for WWE action figures, accessories, and kid-sized WWE Title Belts.

“We are very pleased that WWE has once again chosen Mattel to help bring its storied history and characters to children and fans around the world,” says Nick Karamanos, senior vice president of entertainment partnerships, Mattel. “WWE is an important partner, and we look forward to continuing our relationship for years to come.”

In the action aisle, Mattel’s WWE range has been a powerful force since 2009. The line has previously held the No. 1 spot as the top action figure property in the U.S. and it continues to be a top performer with new assortments for kids and collectors released each month.

Related: Mattel Blasts Off to Infinity and Beyond with Licensing Deal for Disney and Pixar’s ‘Lightyear’

“Mattel is a true industry leader that continues to surprise and delight our fans around the world with innovative and creative WWE products that drive significant revenue for our retail partners,” says Sarah Cummins, WWE senior vice president, consumer products.

Mattel’s WWE Basic Action Figure Series is hailed as the longest-running continuous action figure assortment in history.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.