TOMY to Produce WWE Superstars Battling Toys

TOMY International entered into a multi-year licensing agreement with WWE to produce battling toys featuring WWE Superstars. The first assortment will arrive at retail this fall.

Kids will be invited to partake in “a unique and evolving battle game” in which they pit their favorite Superstars against each other. John Cena, The Rock, Undertaker, Seth Rollins, AJ Styles and more will be included. TOMY will produce the toys for the Americas, Europe, the Middle East, Africa, Australia and New Zealand.

“Partnering with WWE is an exciting opportunity for us to showcase our company’s long history of merging technology and innovation to bring the action and drama of WWE into fun battling toys that kids love to play with,” says Peter Henseler, president of TOMY International. “Our WWE line will reinforce all the action and entertainment that only WWE can provide, delivering on both the interactive battling game play value as well as providing kids the ability to recreate the excitement of one of the world’s most popular family sports and entertainment properties. With a little bit of TOMY magic built into every product, our WWE branded toys will be designed to delight kids around the world.”

About the author

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.