WWE® Awards Master Toy License To Mattel

STAMFORD, Conn.- World Wrestling Entertainment® (“WWE”), the greatest force in sports entertainment, and Mattel, Inc., the undisputed champion of the toy industry and the world’s leading toy manufacturer, today announced that they have entered into a comprehensive, multi-year licensing agreement, effective as of January 2010, naming Mattel as WWE’s master toy licensee covering all global territories upon the expiration of WWE’s current toy license.

Under the terms of the agreement, Mattel will develop and market products in a wide variety of 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.

“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,” said Donna Goldsmith, WWE’s Executive Vice President of Consumer Products.

“We’re 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,” said Tim Kilpin, General Manager/Senior Vice President of Boys/Entertainment, Mattel Brands.