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 2016 WWE was ranked the #2 action figure brand in the US. WWE is the top-selling fighting video game franchise ever with over 75M video game units sold and has released chart-topping mobile games with over 55 million installs.

The success of the WWE is due primarily to the continuing popularity of our Superstars. We currently have more than 250 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 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 Quarto, 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 plays a quintessential role in all aspects of WWE. From Superstar presentation to WWE’s live event experiences, overall video packages to Television Production, music ultimately links everything surrounding WWE Programming.

Music is a crucial and emotional part of WWE programming, resulting in recent partnerships with an array of artists including The Weeknd, Metallica, Pitbull, Sean “Diddy” Combs, Demi Lovato, Florida Georgia Line, Wiz Khalifa, Imagine Dragons, and Fifth Harmony.

WWE continues to produce original music through in-house composers. Recent songs include Program Themes for NXT and 205 Live, and Entrance Themes for WWE Superstars Mike & Maria Kanellis, as well as NXT Superstars Drew McIntyre, Velveteen Dream, and United Kingdom Championship Tournament talent Pete Dunne and Tyler Bate.

Artist performances remain a key strategy in connecting audiences to WWE. WrestleMania 33 featured Pop icon Pitbull delivering a “half-time show” alongside Flo Rida, LunchMoney Lewis, and Stephen Marley, and breakout R&B star Tinashe singing “America The Beautiful.”

WWE releases music worldwide on digital stores and streaming platforms such as iTunes, Spotify, and YouTube. In the last year, several songs reached the top of iTunes’ Soundtrack Chart including themes for Shinsuke Nakamura, Bobby Roode, and Aleister Black.

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