WWE announces new partnership with Playmobil toys
WWE has entered into a new partnership with Playmobil, a German company best known for making toys for young children.
The global licensing partnership was announced via a press release on Thursday. Launching across North America, Europe, and other international markets in July 2026, the first products will include Playmobil figures of Roman Reigns, Cody Rhodes, Rhea Ripley, and the late Hulk Hogan.
Playmobil touted this as “another milestone” in its strategic evolution. The toy brand is looking to reach new audiences by partnering with companies like WWE that have multi-generational fanbases. Playmobil hopes to bring the “thrill, drama and storytelling of WWE into the hands of children, families, and collectors worldwide.”
“At Playmobil, we believe in the power of imagination to unlock new worlds. By partnering with WWE, we are celebrating iconic Superstars who have inspired millions across generations, and we are connecting their stories with the creativity and imagination that are the heart of our brand,” said Playmobil CEO Bahri Kurter.
“This partnership is another step in our journey of meaningful collaborations that redefine the role of Playmobil in pop culture.”
This new licensing deal is in addition to the action figure partnership that WWE already has with Mattel.
Joseph Currier is the lead editor of F4WOnline.com, directing daily news coverage and writing articles on professional wrestling. He is a graduate of the University of Massachusetts, obtaining a journalism degree in 2016. Joseph joined F4W during his time at UMass and has now been writing about the industry for nearly a decade.
In addition to his work with F4W, Joseph has previously contributed to Sports Illustrated's wrestling coverage. He lives in Massachusetts and is a diehard fan of the Boston sports teams and Liverpool Football Club.