WWE Action Figures: Their Relation to Pushes

[Dr. Bolty, Disaster Enby]

The following thread is PURE SPECULATION. There is no news and no NEWZ in it. This post comes from an action figure fan who wonders how the action figure market affects WWE.

Having worked in a toy store this past holiday season, I think it's accurate to say that WWE action figures sell really well. Like, I've read a few times that Transformers and Power Rangers have them beat in sales - that might be right, but WWE is probably the best-selling boy's toy brand for Mattel (that isn't Fisher-Price).

Well, it occurs to me that a lot of shows with this much tie-in merchandising are forced to change their plans to accommodate what the toy executives want - Gargoyles, for instance, was forced to include a helicopter in an episode (regardless of how little sense it made) because of the toyline; several Batman shows have had significant influence from the toy people; etc, etc. Last year had the rumor about Daniel Bryan being fired at Mattel's behest (whether it was true or not is anyone's guess).

Wrestling is weird, because the toy company can't demand too many changes. If a wrestler's toys are selling well and he's injured all year, they can't really force WWE to have him on TV. The pace of wrestling means that many wrestlers don't even get toys until they've faded into obscurity (Drew McIntyre, Justin Gabriel, Ezekiel Jackson, I'm lookin' at you).

But...does Mattel (or previous toy licensers) make demands that WWE can reasonably meet?

For example: Evan Bourne. This guy is all over the toys. There's a good turnover rate for the line, and he's almost always packed well in the assortments. I wouldn't be surprised if his toyetic-ness (kid appeal character, small, good-looking, flips a lot) is a factor in his being consistently featured.

Then there are the hilarious misfires, like John Morrison. This guy probably had more toys over the past two years than anyone outside of Cena, Orton, and Mysterio - and in late 2010, it looked like he was seriously about to be pushed to that level. Then 2011 happened, and he was jobbed out and released. And now Mattel has to scrap any toys they had planned for the guy.

There's also the odd case of Wade Barrett. He had no toys during the time he was on fire in 2010 as the leader of Nexus - he had debuted too soon for them to have a mold ready. He gets a long bout of irrelevance in 2011...and gets pushed again, with a vengeance, around the time his toys come out. Probably a coincidence, but I'd be intrigued if this happened to anybody else.

Anyone else want to weigh in? Do you think a wrestler's toy sales could affect his push?

[JCBaggee]

I wouldn't say a push necessarily, but I'd bet they get a match or two in the middle of the program to get face recognition once in a while.

[Burst]

I just know that both Wal-Marts near me are absolutely filled with Luke Gallowses.

[boolz]

No. None. Not at all. Mattel pumps out figures like Cena/Orton/Rey/Taker by the truck loads. Taker's must have had at least 8 figures this year, and hasn't been seen since Mania. MVP's last figure was released after he was. Ryders figures came out a good bunch of months before his push. The last CM Punk figure comes with a New Nexus shirt.

I'll even go a step further with an example of how little Mattel has to do with the WWE product by pointing out how much WWE has with the Mattel line. The Mattel Legends line is dead, largely do to poor sales. Poor sales largely do who the 'E wouldn't let them make. I mean guys like Taker, HHH, and HBK couldn't be in the Legends line because they were still active. Something Jakks Pacific, who used to make the toys, didn't have to contend with. Razor's also on a can't make list because of the WWE and some ESPN special.

And god how I wish Mattel and WWE worked closer together. I mean if Vince really is as anal as I've heard about attires and all than why did Cody change to white trunks and knee pads literally right after the proto's were shown for his next figure. Who comes with a mask, hooded jacket, and paper bag?

[CATCH_US IS the Conversation]

WWE made a huge deal out of Alex Riley's first action figure even though they stopped pushing the guy.

[Ragnal]

From what I've seen myself, and from talking to friends online, Mattel takes their time with making these action figures, and WWE seems to give them more input than Mattel demands WWE do things their way.

Few examples: Hurricane and Mike Knox both appeared in Series 5 basics, despite both men being gone from the company by that point. The CM Punk exclusive figure for Ringsidecollectibles.com features Punk with his mask from the Summer of last year, but was just released this past year. Whenever the Extreme Rules PPV series came out this year (I wanna say the fall? Maybe late summer), it was the first time Del Rio had a figure, and it's been a year since his debut. It was also the first time Cena's figures had the red armbands, months after debuting his new shirt at Wrestlemania. And Elite Miz figures that come with a WWE title and MITB briefcase came to my Wal-Marts just last month despite the fact that Miz won the belt a year ago as well.

Then again, they have the Toys R Us Wrestlemania exclusive figures made pretty darn quickly compared to most figures...

But by looking at things, it seems like the basic line is the most up-to-date, with the PPV lines being second, and the Elite line being the latest in updated tights/roster stuff.