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WWE boosts L&M activity by entering construction toy category for the first time

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MUMBAI: World Wrestling Entertainment (WWE) has announced an exclusive, multi-year agreement with US toy manufacturer The Bridge Direct to develop and market construction toys based on WWE events and characters. The agreement marks the first time WWE will enter the construction toy category.

Targetted to WWE fans between the ages of 4 and 14, the line includes figures, accessories, and construction bricks to "build your own" play sets, which bring WWE?s action-packed events and Superstars to life.

WWE executive VP consumer products Casey Collins said, "We are excited to partner with The Bridge Direct and bring WWE?s new construction line to market for the first time. The new product line will provide the youngest members of the WWE Universe with an entirely new way to engage with our brand, further cementing their connection to WWE."

The Bridge Direct president CEO Jay Foreman said, "WWE is one of the greatest sports entertainment franchises in the market today. We are thrilled to partner with WWE on an exciting product line that offers a compelling and interactive way for young fans to engage with one of their favorite entertainment franchises."

The WWE construction toys are expected to begin rolling out at major mass retailers across the US next year.

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