New Dolls For Girls From WWE and Mattel Can Body Slam Barbie

July 21, 2017 - WWE

Mattel and WWE are announcing a array of “fashion dolls” in a correspondence of womanlike wrestling champions like Nikki and Brie Bella, Sasha Banks, and Alicia Fox.

Don’t know who they are? Then you’re substantially not a WWE fan. But billions of people worldwide do tumble into that category—and scarcely 40% of them are women. (The wrestling powerhouse is a No. 1 sports channel on YouTube, forward of a NFL and other veteran leagues.) To support to a womanlike fans, WWE has recently launched several new initiatives, including enhancing a impression growth and storylines of a womanlike wrestlers and putting them on a categorical register during events—as summarized by Stephanie McMahon, a company’s arch code officer, during Fortune’s new Brainstorm Tech discussion in Aspen, Colo. For a younger womanlike fans, WWE’s first-ever line of girl-geared dolls will launch during Toys”R”Us stores national in September.

“There’s this transformation towards women’s athletics,” McMahon, who also happens to be WWE owners Linda and Vince McMahon’s daughter, pronounced in an progressing talk with Fortune. “We are seeing a seductiveness of girls some-more and more.”

Mattel is also seeing a flourishing seductiveness in a some-more different set of toys for girls. “We know girls design to see empowered characters in a fondle aisle,” Lori Pantel, an SVP and GM during Mattel, told Fortune in an email. “The WWE conform dolls offer a singular play knowledge that concede girls to re-create a in-ring movement with a doll that was designed to interest to them.”

Indeed, one distance does not fit all. Over a final year or so, Mattel has directed during retooling a normal Barbie line to supplement some-more different dolls (think curvy Barbie). Even Ken has gotten a makeover (say hello to “dad bod” Ken). And other fondle lines have also branched into reduction gender-traditional categories. Some retailers, like Target, are holding things a step further, stealing references to gender and supposed “pink” and “blue” aisles in stores.

The WWE toys, however, will be marketed privately to girls. Each 12-inch doll will come with mixed outfits and, of course, a championship pretension belt with lead medallions. Other accessories embody headbands and “Legit Boss” rings. Don’t know what those are either? Go watch Wrestlemania—women athletes are now included.

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