Licensing

LICENSING – Our worldwide licensing program builds partnerships with companies around the globe to create products featuring our marks and logos, copyrighted works and characters in diverse categories, including: toys, video games, apparel, housewares, collectibles, sporting goods, books and more. WWE licensed products, created by our more than 130 licensees worldwide, are available at all major retailers, including Walmart, Target, Kmart, Toys “R” Us, GameStop, Walgreens, Barnes & Noble, Hot Topic, ASDA & Tesco.

Since 2010, Mattel has been WWE's global master toy partner and in 2015 WWE was ranked the #3 action figure brand in the US. WWE is the best-selling fighting franchise ever for console video games having sold more than 75 million units since 1999 and has released chart-topping mobile games with over 30 million installs. WWE Books has placed 25 titles on “The New York Times Best Sellers” list since 1999, including DK’s WWE 50 and WWE Encyclopedia.

The success of the WWE is due primarily to the continuing popularity of our Superstars. We currently have more than 140 Superstars under exclusive contracts, ranging from multi-year guaranteed contracts with established Superstars to developmental contracts with our Superstars in training. In addition, we continually seek to identify, recruit and develop additional talent for our business.

Superstars highly trained and motivated independent contractors, whose compensation is tied to the revenue that they help generate. We own the rights of substantially all of our characters and exclusively license the rights we do not own through agreements with our Superstars. WWE video games have sold more than 75 million units since 1999, generating more than $2.0 billion in revenues.

WWE Books has placed 25 titles on “The New York Times Best Sellers” list since 1999, including DK’s WWE 50 and WWE Encyclopedia. With DK as our core publisher and key partners BOOM! Studios, St Martin’s Press, ECW Press and Becker & Mayer, WWE’s publishing slate includes Superstars bios; historical guides; children’s books; sticker books; coloring & activity books, comic books; graphic novels and many others.

MUSIC – Music is and has always been an integral part of the entertainment experience linking the WWE brand to all media platforms including television, film, radio, video games, live events, and other emerging digital technologies. Additionally, the WWE Network provides a platform to showcase the interlacing of WWE and music with greater exposure than ever before.

WWE continues to produce original music through our in-house composers. Most recently this has included theme songs for WWE’s Cruiserweight Classic, Monday Night Raw and SmackDown LIVE, in addition to entrance theme songs for Superstars such as TJ Perkins, Shinsuke Nakamura, AJ Styles, and  Bobby Roode among others. Music plays an important role for these talent as they launch and develop their characters. With the talent themes in mind, we’ve also produced the current program themes for Total Bellas, Camp WWE, NXT, and many more.

In keeping current with the music industry’s expansion towards digital music, WWE continues to release every WWE Superstar theme song through our various digital partners like iTunes, Amazon, Google Play, Spotify and YouTube. This provides WWE audiences around the world the chance to listen to the songs heard across programming each week, without having to wait for a full-length album release.

In addition to composing, producing, and recording our own music, WWE Music Group licenses commercial music for use across our television, pay-per-view and motion picture platforms which has resulted in partnerships with an array of artists including: Sean “Diddy” Combs, Florida Georgia Line, Eminem, Demi Lovato, Desiigner, Metallica, Mary J. Blige, Johnny Cash, Flo Rida, Bob Dylan, John Lennon, and Imagine Dragons. Artist performances have also been a key strategy in making the musical connection part of the overall experience for our audience around the world. Recent performances have featured multi-platinum pop group Fifth Harmony, hip hop star MGK, Grammy and Golden Globe nominee Wiz Khalifa, and Grammy winning multi-platinum recording artist, Train.

Lastly, in our continuing efforts to work with and promote bands and artists who are revolutionizing the music space, we’ve created a music content program called NXT: LOUD. Currently, the initiative features Parkway Drive, Beartooth, and Turnstile, and earlier this year, Of Mice & Men, Paul Banks of Interpol and RZA’s Banks & Steelz, Neck Deep, Yelawolf, Halestorm, and Frank Carter & the Rattlesnakes. Each has been integrated across the NXT Brand and Programming in an array of content including Theme Music for NXT Specials, and acting as a key marketing driver for NXT.

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