World Wrestling Entertains

Long before Carlito Cool had his cabana and Big Show was on the show at all, Jimmy Superfly Snuka was leaping off top ropes higher than do most wrestlers today; and the Junk Yard Dog (JYD) strolled in with rock group Queen’s Another One Bites the Dust playing in the background. Wrestling superstars of the past are back as part of a new World Wrestling Entertainment (WWE), Stamford, Conn., Legends initiative. The Legends will grab consumers who drifted away in past years and want to see some of their favorite wrestlers from the past back on shelves.

The legends line, which will be released within the next few months and into 2006, includes action figures, apparel, books and more DVDs, video games and other collectibles. The WWE Classic Superstars figures will feature The Iron Sheik, Sergeant Slaughter, “Superstar” Billy Graham, “Rowdy” Roddy Piper, Jerry, “the King,” Lawler and more. The new line kicked off with the Greatest Wrestling Stars of the 80s DVD in June.

Donna Goldsmith, senior vice president of consumer products, WWE, says that the Legends line will bring back old wrestling fans as well as introduce newer fans to the wrestlers who came before their favorites today. Superstar meet-and-greets are a big part of the promotion behind most of the product—making the stars accessible is key. With a viewership of 5.9 million alone for WWE’s Monday Night Raw, wrestling continues to grow as well as the products attached to the wrestling superstars. “Our objective is to know the collector,” says Goldsmith. “We want to bring back the first fan or the former fan. When marketing it made sense to bring back fans from the past.”

The next series of Classic Superstars figures comes out this fall from Jakks Pacific, Mailbu, Calif. Several DVD titles will be released throughout the year as well as the SmackDown! Vs. Raw 2 video game, out this holiday season from THQ, Calabasas, Calif. Players can battle it out with The British Bulldogs, Jimmy Hart, Junk Yard Dog, The Million Dollar Man and Jake the Snake Roberts.

In addition to the figures and game, several books will also be released in 2006, beginning with the “Superstar” Billy Graham in January. Topps, Duryea, Pa., is also releasing WWE Heritage trading cards in October/November that feature the legends.

Wrestler, and legend, “Rowdy” Roddy Piper says the new line of product and the way the WWE is moving forward offers more to new fans and veteran fans. The video on demand, WWE 24/7, launched late last year, gives fans monthly access to old footage of superstar Ric Flair fighting Antonio Inoki in Japan or other highlights from Madison Square Garden, New York. “It’s a good thing to keep up with the times and keep kids up with the next generation,” says Piper. “Kids can watch [24/7] with dad. It’s the slickest in production. It doesn’t get any better than WWE.”