The popular online magazine on film, television and industry trends Variety is currently featuring an article on Mattel WWE wrestling action figures and their success. Here is an excerpt from the article:

When it took over the license, Mattel found previous WWE figures were purchased by collectors but not kids.

"Kids were into the brand, but the toys available to them weren't exciting," said Doug Wadleigh, Mattel senior VP of global entertainment and franchise development. "They wanted to re-create the over-the-top action they see in the ring."

In the past, figures featured generic body parts that limited movements. To give kids more dynamic play, Mattel redesigned each figure with new articulating joints to replicate the wrestlers' signature moves and poses.

To read the article in its' entirety, click here.

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