WWE toy sales have grown eight per cent year-to-date across Mattel's portfolio, according to UK NPD data (Action Figure Super Category Value, September 2012).
And Mattel says its licensed wrestling toys are outperforming the total action figures category.
Mattel says there's 'legions of UK WWE fans', and with WWE UK live events, heavyweight TV advertising and activity in the boys press and online, this further boosts the brand's presence.
Mattel's WWE line is the number five action figure brand in the UK (NPD Data, Action Figure Standard Category Value, September 2012).
New products include the WWE Brawlin' Buddies, super-size plush characters with fighting sounds and signature phrases.
Mattel Boys Marketing Manager Jonathan Kirkley said: "WWE looks set to be a winning brand in the UK in 2012."
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