Mattel Rings in New Year with New WWE® Toy Line Targeted to Both Kids and Collectors

EL SEGUNDO, Calif. (January 5, 2010) – World Wrestling Entertainment® (NYSE: WWE) and Mattel, Inc. (NASDAQ: MAT) today debut the most comprehensive portfolio of WWE® action figures and accessories for fans of all ages on store shelves worldwide. Mattel will manufacture, market and distribute the exclusive line of WWE action figures and accessories. These two leading entertainment brands will bring the thrill of WWE home in a new and fun way to the more than half a billion television households that view WWE programming worldwide. In the U.S. alone, more than 16 million viewers tune in each week to “Monday Night Raw®,” “Friday Night SmackDown®,” “ECW®” and “WWE Superstars.”

The line includes action figures and toys for both kids and collectors. Younger fans will delight in Mattel’s first-ever FlexForce™ Action Figures, which allow them to recreate the excitement of their favorite WWE Superstar moves. Based on innovative design research, the figures utilize flex-loaded arms and legs to execute the thrilling trademark maneuvers made famous by WWE Superstars such as John Cena®, CM Punk® and Rey Mysterio®. Other products designed specifically for kids will include Superstar Rings, Championship Belts, Ring Action Megaphone and motion-activated Tough Talkers™ that deliver WWE Superstar catch phrases and striking sounds.