WWE Officially Partnering With Playmobil for New Line of Toys

During the Nuremberg Toy Fair 2025, internationally renowned German toy brand Playmobil announced a new global licensing partnership with WWE. Under the new partnership, Playmobil will launch a new line of WWE-themed action figures in July 2026.

The new line will feature Playmobil figures of WWE Superstars, including Roman Reigns, Cody Rhodes, Rhea Ripley, and late Hall of Famer Hulk Hogan. Playmobil is promising that the new toys will bring “the thrill, drama and storytelling of WWE into the hands of children, families and collectors worldwide.”

Speaking on today’s news via a press Playmobil CEO (Vorstand) Bahri Kurter commented, “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.”

Kurter continued on the new brand collaboration, “This partnership is another step in our journey of meaningful collaborations that redefine the role of Playmobil in pop culture.”

The new partnership is part of Playmobil’s renewed brand positioning with a commitment to reach new audiences and build meaningful collaborations with “globally relevant entertainment franchises.” The new WWE collaboration was facilitated by International Management Group (IMG). Per Playmobil, the new partnership represents the latest step in the toymaker’s strategy, opening up the Playmobil universe to the passionate, multi-generational WWE fanbase.

Playmobil also recently announced two major partnerships with Mattel for collaborations for Mattel’s Monster High and Barbie brands. Mattel is also partnered with WWE, creating WWE’s action figures, playsets, vehicle accessories, and role-playing toys.

Additionally, WWE and Mattel announced a multi-year extension to their longtime partnership earlier this year. According to the press release, the first Playmobil and WWE products will be available starting in July 2026 across North America, Europe, and additional international markets.