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 30 million installs.

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 always has been integral to WWE, at the core of its programming, talent development, and audience experience. WWE music initiatives engage global audiences on television, at live events, through social media, within consumer products, and WWE Network.

Music is a crucial and emotional part of WWE programming resulting in placements and tie-ins with an array of artists, including recent partnerships with The Weeknd, Florida Georgia Line, Eminem, Demi Lovato, Metallica, Sean “Diddy” Combs, P!nk, Mary J. Blige, Johnny Cash, Wiz Khalifa, Flo Rida, Bob Dylan, Fifth Harmony, John Lennon, Diplo and Imagine Dragons.

WWE continues to produce original music through our in-house composers. Recent themes include WWE Network’s “205 Live,” WWE Superstars The Usos, and NXT Superstar Ember Moon. Music plays an important role for these talents 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.

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 WrestleMania 32 performances have featured multi-platinum pop group Fifth Harmony singing America The Beautiful, and legendary rapper Snoop Dogg performing WWE Superstar Sasha Banks’s entrance.

Serving as its own record label, WWE releases music worldwide on digital stores and streaming platforms such as iTunes, Spotify, and YouTube. In 2016, multiple Superstar theme songs reached #1 on iTunes’ Soundtrack Chart including NXT Superstars Shinsuke Nakamura and Bobby Roode.

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