World Wrestling Entertainment Inc. will develop and market a line of construction toys based on its events and characters, the Stamford company announced May 8.
WWE has signed an exclusive, multi-year agreement with global toy manufacturer The Bridge Direct Inc., with plans to roll out the toys at major mass retailers next spring.
Plans for the toy line, which will target children from ages 4 to 14, Â include figures, accessories and construction bricks for build-your-own play sets.
“We are excited to partner with The Bridge Direct and bring WWE”™s new construction line to market for the first time,” said Casey Collins, executive vice president of consumer products for WWE, in a statement. “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.”
“WWE is one of the greatest sports entertainment franchises in the market today,” said Jay Foreman, president and CEO of The Bridge Direct, in a statement. “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.”
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