WWE and Mattel, Inc. have partnered to launch of new children's property WWE Slam City.
The new property will include an original animated short-form series and a complete line of WWE Slam City merchandise.
The 26-episode series launches today in the US, Canada, and UK and is made up of two minute shorts featuring WWE Superstars in WWE Slam City.
The first four episodes can be watched at WWESlamCity.com and Cartoonium on YouTube.
WWE Slam City toys, including action figures, ring sets and more are now available at major retail stores.
The stop-motion series sees new WWE character The Finisher fire all the WWE Superstars, leaving them to find day jobs in WWE Slam City.
John Cena finds work as an auto mechanic, Alberto Del Rio as a coffee house barista, Randy Orton as a zookeeper and Sheamus as a theater usher.
WWE Slam City will also be available in the US on WWE Network, Hulu, PlayStation, Xbox, AOL On, Nintendo, Vudu, Google Play, Kabillion, Mattel.com and iTunes.
WWE will push the new property via TV broadcasts, live events, digital and social media.
“WWE Slam City is a multi-platform property that takes our Superstars out of the ring and introduces them to kids through entertaining and action-packed animation,” said Michelle D. Wilson, chief revenue and marketing officer, WWE.
“This strategic initiative is perfectly complemented through our partnership with Mattel and adds to an already dynamic portfolio of content designed to create lifelong WWE fans.”
Doug Wadleigh, senior vice president, global brands marketing, boys and entertainment for Mattel, added: “Slam City is the result of a seamless collaboration with WWE where we are bringing kids a completely new and invigorating entertainment experience.
“Combining fun to watch content that features Superstar favorites, along with an engaging line of toys, enables Slam City to further expand the WWE Universe while opening new avenues of play for the franchise.”
A full WWE Slam City merchandise line, including apparel, back-to-school accessories, books, graphic novels and home videos will be available in stores by the end of 2014.
Next year will see a WWE Slam City mobile game arrive, as well as health and beauty items, home goods, party supplies and stationary.
“Slam City’s multi-platform animation engages kids where they are today with a unique larger-than-life Superstar inspired storyline that’s authentic to WWE,” said David Voss, senior vice president, Playground Productions for Mattel.
"We worked closely with WWE to ensure our style and storytelling complimented the brand, and really tapped into our creative expertise to produce a playful narrative that both kids and fans enjoy.”
Check out the WWE Slam City trailer below: