Women's Revolution: WWE on igniting women's equality with fashion dolls

Encouraging its female fanbase to feel more empowered and strong is key to WWE’s latest toy launch, which sees its famous female superstars visualised as a doll. Casey Collins, EVP of consumer products, reveals why this was the next logical step for the global company.
Publish date:
0 WWE dolls.jpg

“The WWE women’s evolution is all about equality and empowering girls and women to be whoever they want to be without any limitations,” Casey Collins, EVP of consumer products at WWE, told Licensing.biz.

This is the stance the global firm is championing, with the help of a new line of fashion dolls. Female superstars including the likes of Nikki and Brie Bella, Sasha Banks, Natalya, Charlotte Flair, Becky Lynch, Alicia Fox and Eva Marie have all been envisaged in doll form in the hope that more female fans will feel inspired and empowered.

“This was a logical next step in the evolution of female performers in WWE. With 40 per cent of our fanbase female, we wanted to give them a new way to connect with our superstars,” enthused Collins.

With a sizeable female following, launching a line of items designed for girls is a significant movement for the firm, which also boasts various role-play items including a WWE Women’s Championship title belt, metallic medallions and accessories such as a Bayley-inspired headband and Sasha Bank’s ‘Legit Boss’ rings.

“By offering role-play items and core action figures in a girl-friendly aesthetic, along with the fashion dolls assures we have a variety of products to inspire WWE fans, however they choose to engage with our brand,” Collins continued.

Not only are WWE’s female superstars athletes and actors, but they are also iconic public speakers, inspiring girls and women to be strong and confident in their own skin, something WWE is hoping to tap into more with this key toy launch from Mattel.

Our female performers inspire confidence and strength and give a sense of empowerment to their fans. It is all about equality and not putting limits on what girls can do.

Casey Collins, WWE

As master toy licensee sine 2009, WWE has enjoyed ‘tremendous success’ in the toy space alongside Mattel, having been named the number one action figure brand in the US.

“We wanted to find more ways to reach our massive female fanbase and creating the fashion doll line does just that,” Collins added.

“The new product line leverages the popularity of WWE’s female superstars, while giving our sizable girl fanbase a new way to engage with their favourite characters who inspire confidence and strength.”

With a nationwide launch date set for next month, fans won’t have to wait long to get their hands on the dolls and accessories. And with promising feedback from fans, partners and the media, it looks like WWE’s decision to target its female fanbase is certainly paying off.

Collins concluded: “It is important because there are millions of young girls around the world who look up to WWE superstars as role models.

“Our female performers are world-class athletes, actors, public speakers and philanthropists. They inspire confidence and strength and give a sense of empowerment to their fans. It is all about equality and not putting limits on what girls can do.”


0 WWE dolls.jpg

WWE and Mattel launch fashion dolls

‘The launch of the first-ever WWE girls’ product line is a significant moment in the evolution of not only our female superstars, but our entire company,’ says WWE’s Stephanie McMahon.

0 WWE Shop logo.jpg

WWE Shop heads to India

‘We are excited to give our fans in India the chance to express their passion for WWE through a new e-commerce experience at WWEShop.in,’ says WWE’s Casey Collins.

Featured Jobs

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019