WWE, Mattel Debut New Kids’ Brand

WWE and Mattel have launched a new multi-platform kids’ property, WWE Slam City, complete with an animated short-form series and a full line of merchandise.

The first four two-minute episodes in the series premiered today in the U.S., Canada and U.K. at WWESlamCity.com and on the Cartoonium network on YouTube. (Episodes are also available in the U.S. on WWE Network, Hulu, PlayStation, Xbox, AOL On, Nintendo, Vudu, Google Play, Kabillion, Mattel.com and iTunes.)

A consumer products program launched at the same time and includes action figures, ring sets and more from Mattel.

"Slam City is the result of a seamless collaboration with WWE where we are bringing kids a completely new and invigorating entertainment experience," says Doug Wadleigh, senior vice president, global brands marketing, boys and entertainment, Mattel. "Combining fun-to-watch content that features Superstar favorites, along with an engaging line of toys, enables Slam City to further expand the WWE Universe while opening new avenues of play for the franchise."

The new brand is a key component in WWE's larger strategy to expand its reach to kids.

"WWE Slam City is a multi-platform property that takes our Superstars out of the ring and introduces them to kids through entertaining and action-packed animation," said Michelle D. Wilson, chief revenue and marketing officer, WWE. "This strategic initiative is perfectly complemented through our partnership with Mattel and adds to an already dynamic portfolio of content designed to create lifelong WWE fans."

In addition to toys, a full line of WWE Slam City merchandise, including apparel, back-to-school accessories, books, graphic novels and home videos, will be available in stores by the end of the year. In 2015, a WWE Slam City mobile game, as well as health and beauty items, home goods, party supplies and stationary will be released.

The 26-episode “WWE Slam City” series, which is co-produced by WWE and Mattel's Playground Productions, features a new WWE animated character, The Finisher, who fires all of the WWE Superstars and sends them to WWE Slam City to find day jobs. WWE Superstars are plunged into new career challenges with John Cena trying his hand as an auto mechanic, Alberto Del Rio attempting to become a coffee house barista and Sheamus getting a job as a theater usher.

Check out this 60-second teaser of the stop-motion animated series:

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