WWE Readies for Italian Re-Launch

The WWE and its agent Backstage Licensing are planning a re-launch of the brand in the Italian market, targeted for 2014-2015.

Italy is a key market for WWE with TV coverage seven days a week and more than 23 million fans on digital and social platforms.
Four live events have been announced for 2014 with the first two dates already scheduled for May 2014 in Rome and Turin.

Master toy licensee Mattel is planning a new 2014 lineup of action figures and play sets; while key partner Giochi Preziosi has plans for a new 2014 back-to-school line, a shoe collection that will launch in fall/winter 2014 and at food program. The company will also distribute the Stack Down construction line from The Bridge in Italy, which will launch in the third quarter of 2014, giving kids the opportunity to assemble their own WWE universe for the first time.

Cidiverte, Italian distributor of the video game “WWE 2K14” (published by 2K), reported sales of more than 57 million video games since 1999. Other core partners already on board include Edibas, Dynit, Grabo and Topps.

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