License Global

License Global, May 2019

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FOR WWE FANS, the company's licensing history can be compared to WWE Hall of Famer Bruno Sammartino–enduring and his- toric. Its consumer product line has been a foun- dation of the brand since the 1980s, when a line of action fi gures and apparel made its way to depart- ment and toy stores across the U.S. WWE is, of course, well-known for its live action, high octane television which drives consumer appetite for products. Currently, WWE broadcasts 52 weeks a year in more than 180 countries and 28 languages around the world. Its "Monday Night Raw" program on the USA network is the longest-running cinematic show on the air with more than 1,300 original episodes, followed by "SmackDown" and "Miz & Mrs" (also on USA), "Total Divas" and "Total Bellas" on E! and "WWE NXT" on WWE Network, the brand's sub- scription channel where both archived matches and pay-per- view shows are streamed. What makes WWE a unique brand is that there are lots of opportunities to showcase product to its fan base, called the WWE Universe, which crosses multiple generations and demo- graphics, a fact not lost on the brass. "We're fortunate to have such a robust following," says Sarah Cummins, senior vice president, consumer prod- ucts, WWE. "We're very mindful and thoughtful about the omnichannel world that we all now live in. WWE thinks about how best to serve our fans and to listen to them about what they want. We intend to give our fans an opportunity to continue to participate with our product." WWE usually unveils most of its new product during WWE SARAH CUMMINS senior vice president, consumer products, WWE - of rt- tion, high te for s a year in nd the USA on the air d by " (also on otal ost on the With a growing roster of new collaborations, WWE's decades-long licensing program aims to appeal to fans worldwide. by PATRICIA DELUCA Brings its Licensing A-Game WWE 126 MAY/JUNE 2019 WWW.LICENSEGLOBAL.COM 126 MAY/JUNE 2019 WWW.LICENSEGLOBAL.COM

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