Flying start to 2009 for WWE

Samantha Loveday

By Samantha Loveday

February 10th 2009 at 10:31AM
Flying start to 2009 for WWE

Vivid's toy line named third boys action property in the UK by NPD for December.

Toy company Vivid Imaginations is currently enjoying strong success with its WWE line, with NPD saying it was the number three boys action property for December 08 in the UK.

Throughout last year, Vivid saw an increase in WWE's market share position, reaching sales of over £29.5 million for the property.

"Despite the extreme market conditions of 2008, WWE finished the year as a top three boys action figure brand," enthused Nic Aldridge, Vivid's marketing manager. "This is a fantastic result and a testament to the brand's perennial popularity. We will build on this success and continue to deliver market share with WWE as a leading boys' property in 2009."

Between 2006 and 2007, the UK- which is WWE's biggest market outside of North America - saw revenue growth of 113 per cent, with positive double digit growth expected for 2008.

Much of this success can be attributed to WWE's live nationwide events, its broadcast commitments and CPLG's licensing programme.

Vickie O'Malley, MD of CPLG UK, said: "It's an outstanding performance and very well deserved. Vivid's marketing prowess, combined with WWE's impressive line-up of 2009 activity, make WWE a very powerful and reliable prospect for our partners in licensing and retail."

This year will see further live tours in April and November, four of which will be shot live from UK cities. Retail initiatives are in the pipeline to accompany each tour and a major Q2 FMCG promotion is due to be announced shortly, as well as sponsorship of April's UK live events by another household brand name.