- WWE issued the following press release, announcing a multi-year partnership with toy manufacturer The Bridge Direct:
WWE today announced an exclusive, multi-year agreement with 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.
Targeted to WWE fans between the ages of 4 and 14, the comprehensive line includes figures, accessories, and construction bricks to "build your own" playsets, which bring WWE's action-packed events and Superstars to life.
"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, WWE. "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. "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 in Spring 2014.
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