Under the terms of the agreement, Mattel will develop and market products in toy categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C), and role play products. The first line of products will be available in 2010.

WWE EVP (consumer products) Donna Goldsmith says, “The unbeatable combination of Mattel’s product innovation, retail relationships and global distribution along with WWE’s world renowned brand and superstars, global television penetration and live events will result in many years of profitable business for both parties.”

Mattel Brands SVP Boys/Entertainment Tim Kilpin says, “We are thrilled to be partnering with WWE to jointly develop a long-term global brand that brings their superstar talent to kids of all ages in new and innovative formats.”