US: WWE construction toys to launch

Deal secured with The Bridge Direct for new line based on events and characters.
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WWE has signed an exclusive deal with The Bridge Direct for a new construction toy range nased on WWE events and characters.

This marks the first foray into the construction toy category for WWE.

Aimed at WWE fans aged between four and 14, the range will include figures, accessories and construction bricks to 'build your own' play-sets.

"We are excited to partner with The Bridge Direct and bring WWE's new construction line to market for the first time," said Casey Collins, EVP of consumer products at WWE. "The new product line will provide the youngest members of the WWE Universe with an entirely new way to engage with our brand, further cementing their connection to WWE."

Jay Foreman, president and CEO of The Bridge Direct, added: "WWE is one of the greatest sports entertainment franchises in the market today. We are thrilled to partner with WWE on an exciting product line that offers a compelling and interactive way for young fans to engage with one of their favourite entertainment franchises."

The toy are expected to begin rolling out from spring 2014.

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