Mattel, WWE tag-team for new line of wrestling dolls for girls


Look out, Barbie, there’s a new contender looking to be champion of the doll house, and she might just body-slam you out of the ring.

At San Diego’s Comic-Con on Thursday, Mattel Inc.
MAT,
+1.15%
  announced a new line of dolls and action figures based on World Wrestling Entertainment’s top female wrestlers.

The new WWE Superstars line features 12-inch, poseable fashion dolls of fan favorites Nikki and Brie Bella, Sasha Banks, Natalya, Charlotte Flair, Becky Lynch, Alicia Fox and Eva Marie. Each doll will come with its own signature fashion items, such as gowns and shoes. There’s also a new line of 6-inch action figures —each of which will include the wrestler’s unique accessories — and “role play” items such as medallions, headbands and rings so girls can dress up like their favorite wrestler.

The popularity of female wrestling has boomed in recent years for WWE
WWE,
+1.29%
 , which boasts that nearly 40% of its fans are women. Stephanie McMahon, the WWE’s chief brand officer and daughter of WWE owners Vince and Linda McMahon, said the company is determined to win over more young fans. “We are honored to partner with Mattel to provide kids with another way to connect with our incredible female performers who inspire confidence and strength,” she said in a statement.

Mattel introduced a new line of 6-inch articulated WWE Superstars action figures.


Mattel Inc.

Mattel, which also makes Barbie and American Girl dolls, said the new dolls will be empowering to girls. “This line shows girls that they too can be a WWE Superstar and fits well within our portfolio of girl’s brands by offering unique doll aesthetics with empowering messages,” Mattel senior vice president Lori Pantel said in a statement.

Mattel said its line of male-wrestler action figures is already a huge hit, trailing only “Star Wars” figures in popularity last year.

The dolls will be available for pre-order Monday, and will exclusively hit Toys “R” Us store shelves in September.

Mattel has been overhauling its dolls of late. Last month, Barbie’s boyfriend, Ken, got a makeover, with 15 new dolls of various body types, skin tones and wardrobes. In January 2016, Barbie herself got a variety of new looks. And earlier this year, American Girl introduced its first boy doll.

According to its most recent earnings report, Mattel sales slumped in the first quarter of 2017, and in April the company lowered its yearly sales guidance to mid-single-digit growth. Mattel shares are down more than 22% year to date, compared to the S&P 500’s
SPX,
+0.88%
  10% gain.


View more information: https://www.marketwatch.com/story/mattel-wwe-tag-team-for-new-line-of-wrestling-dolls-for-girls-2017-07-20

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