WWE Signs New Toy Deal With Mattel

WWE and toy producer Mattel announced on Thursday that the two sides have decided to continue their working relationship. The new deal will see Mattel remain as the official toy manufacturer of WWE. It is an extension of a contract that had been worked up in 2010 that was set to expire next year, but will now run through 2019.

They issued the following press release:

WWE and Mattel Extend Partnership

EL SEGUNDO, Calif. & STAMFORD, Conn. –Mattel, Inc. (NASDAQ:MAT) and WWE (NYSE:WWE) today announced a multi-year extension of their global master toy licensing agreement through 2019.

“Mattel has invested significant resources in consumer insights and raised the bar for design innovations for WWE, while expanding our line into new categories”

Since 2009, Mattel and WWE have developed a wildly popular and diverse portfolio of innovative toys currently available in more than 50 global markets around the world. WWE action figures have ranked as the number 1 action figure property in the U.S.1; and consistently hold a top ranking. Sporting cutting-edge innovations such as FlexForce® figures that incorporate signature WWE Superstar moves, and plush Brawlin’ Buddies™, Mattel has brought the world of WWE to life in the playroom like never before.

“WWE and Mattel’s action figure line is consistently ranked in the top two thanks to our creative marketing campaigns, tremendous retail support and seamless infusion of cutting-edge innovations,” said Doug Wadleigh, Senior Vice President, Global Brands Marketing, Boys and Entertainment for Mattel. “We are excited to continue our partnership with WWE as they expand their global footprint and leverage our global scale to deliver WWE toys to kids around the world.”

With more than 15 million viewers in the U.S. tuning into WWE programming each week, Mattel will continue its mission to bring authentic, fun and safe ways for fans of all ages to enjoy the action-infused storylines of WWE television programming.

“Mattel has invested significant resources in consumer insights and raised the bar for design innovations for WWE, while expanding our line into new categories,” said Casey Collins, Executive Vice President, Consumer Products, WWE. “Their unparalleled support has allowed us to further engage fans through authentic, quality products, meaningful experiences and standout presence at retail.”

About Mattel:

The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel’s portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the “World’s Most Ethical Companies” by Ethisphere Magazine and is also ranked No. 2 on Corporate Responsibility Magazine’s “100 Best Corporate Citizens” list. With worldwide headquarters in El Segundo, Calif., Mattel’s companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel.

About WWE:

WWE, a publicly traded company (NYSE: WWE), is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family friendly entertainment on its television programming, pay-per-view, digital media and publishing platforms. WWE programming is broadcast in more than 150 countries and 30 languages and reaches more than 650 million homes worldwide. The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Mexico City, Miami, Mumbai, Shanghai, Singapore, Munich and Tokyo. Additional information on WWE (NYSE: WWE) can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to http://www.wwe.com/worldwide/.

1 Source: The NPD Group / Consumer Tracking Service; YTD October’12; Action Figures Category

Trademarks: All WWE programming, talent names, images, likenesses, slogans, wrestling moves, trademarks, logos and copyrights are the exclusive property of WWE and its subsidiaries. All other trademarks, logos and copyrights are the property of their respective owners.

Forward-Looking Statements: This press release contains forward-looking statements pursuant to the safe harbor provisions of the Securities Litigation Reform Act of 1995, which are subject to various risks and uncertainties. These risks and uncertainties include, without limitation, risks relating to entering into, maintaining and renewing key agreements, including television and pay-per-view programming and our new network distribution agreements; the need for continually developing creative and entertaining programming; the continued importance of key performers and the services of Vincent McMahon; the conditions of the markets in which we compete and acceptance of the Company’s brands, media and merchandise within those markets; our exposure to bad debt risk; uncertainties relating to regulatory and litigation matters; risks resulting from the highly competitive nature of our markets; uncertainties associated with international markets; the importance of protecting our intellectual property and complying with the intellectual property rights of others; risks associated with producing and travelling to and from our large live events, both domestically and internationally; the risk of accidents or injuries during our physically demanding events; risks relating to our film business; risks relating to increasing content production for distribution on various platforms, including the network; risks relating to new businesses generally and risks specific to the new network; risks relating to our computer systems and online operations; risks relating to the large number of shares of common stock controlled by members of the McMahon family and the possibility of the sale of their stock by the McMahons or the perception of the possibility of such sales; the relatively small public float of our stock; and other risks and factors set forth from time to time in Company filings with the Securities and Exchange Commission. Actual results could differ materially from those currently expected or anticipated. In addition, our dividend is dependent on a number of factors, including, among other things, our liquidity and historical and projected cash flow, strategic plan (including alternative uses of capital), our financial results and condition, contractual and legal restrictions on the payment of dividends, general economic and competitive conditions and such other factors as our Board of Directors may consider relevant.

Follow Jon Alba on Twitter!