WWE toy line shows strength in UK

Mattel sees sales growth of five per cent across portfolio.
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British fans are continuing to boost the WWE brand, with Mattel's toy line enjoying sales growth of five per cent across the portfolio (source: NPD Data Action Figure Supercategory, Value, March 2012).

The number four action brand (source: NPD Action Figure Standard Category, Value, March 2012) is out-performing the total action figures category and the rest of the world.

A raft of new toys are planned, driven by an extensive marketing programme including WWE UK live events, heavyweight TV advertising and high-visibility activity in boys press and online.

Highlights include WWE Brawlin' Buddies (pictured), super-size plush characters with fighting sounds and signature phrases. There is also the WWE High Flying Fury play-set, which lets fans launch WWE FlexForce figures into the air, flying, spinning, crashing and bashing through breakable ladders, tables and chairs.

In addition, there are new arrivals in the WWE Rumblers line, with the WWE Rumblers Blastin' Breakdown Ring.

"WWE looks set to be a winning brand in the UK in 2012," said Jonathan Kirkley, Mattel's boys marketing manager. "The toy line is in a great position and our exciting new portfolio will really bring the entertainment property to life, supported by a strong multi-platform marketing campaign that will keep the toys front of mind."

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