Toy Fair 2010: Mattel



Last year at this time, Mattel’s briefing was a bit low key. They had made the huge announcement of the acquisition of the WWE Action figure license, but they were tight lipped about their plans. All that has changed however. The first series of WWE figures were released on January 1st  and have done extremely well. Also this year, Mattel picked up the master toy license for the incredible 3-d film Avatar. This year at Toy Fair, Mattel came to play. They are quickly becoming one of my favorite toy companies. Here’s what they have in store.

WWE: Mattel’s newest license is already proving one of their most profitable, selling out in numerous stores repeatedly. Series 1 of the Basic, Elite and 2 pack segments of the line have already been on shelves for a month and have posted strong sales. Series two of the Basic 2packs and Elite segments of the line have hit stores, with the Basic series 2 due shortly. However, Mattel is already gearing up for the next few waves. The first Pay Per View wave, called WrestleMania Heritage was released last month. The second Pay Per View wave, based on Survivor Series, will be released in April, and consists of John Cena, The Miz, Rey Mysterio, John Morrison, Kofi Kingston and The Undertaker. Following that will be Basic Series 3, which will consist of: The Great Khali (an absolutely HUGE figure), Chris Jericho, Randy Orton, Shelton Benjamin, The Undertaker and Mickie James (the 2nd Diva figure made by Mattel).

[nggallery id=85]

Mattel is also continuing their line of WWE Basic 2-packs. Series 3 consists of: Big Show & Edge, Cryme Tyme and Evan Bourne & Rey Mysterio.

[nggallery id=86]

Mattel is also continuing my favorite segment of the new WWE line: the Elite Collection. Series 3 is on the way. It consists of: Cody Rhodes, The Miz, Santino Marella, John Cena, Christian and Shawn Michaels. As with the other series, each figure will come with entrance attire and accessories. The Christian and Shawn Michaels figures are really well done pieces which will definitely find their way into my collection.

[nggallery id=87]

Also shown at Toy Fair was a new theme ring. The Money in the Bank ring will feature a retractable Titantron and a briefcase on a winch.

[nggallery id=88]

The biggest question when Mattel first publicly showed their WWE line was “will you be doing a Classic Superstars line?” This year at Toy Fair, Mattel finally answered that question and pulled the wraps off their WWE Legends. The figures will be Elite style, with over 20 points of articulation and authentic entrance gear and accessories. The packaging will feature illustrations and graphics reminiscent of the original 80’s LJN WWE packaging. Series 1, which will release before Fall 2010, will include: Road Warriors Hawk and Animal (black shoulder pads), Dusty Rhodes (polka dot outfit), Ricky “The Dragon” Steamboat, The Iron Sheik and Sergeant Slaughter (80’s look, with hat and whistle). Mattel also gave us a “sneak peak” at Series 2, which will include: “Cowboy” Bob Orton, Terry Funk, Jake “The Snake” Roberts, “Superfly” Jimmy Snuka and “Ravishing” Rick Rude. There is also one “Mystery” Superstar that has yet to be revealed who will round out the assortment. In addition, Series two of the Entrance Greats segment will be a Legends assortment, consisting of:  “The Million Dollar Man” Ted DiBiase and “Rowdy” Roddy Piper. DiBiase will come with a removable tuxedo and the “Million Dollar Belt” and Piper will come with a removable t-shirt and kilt and bagpipes.

[nggallery id=89]

Avatar: Mattel’s line based on the highest grossing film of all time will continue, with more characters and Navi races released. I don’t have any specifics, however I will say that Mattel had a jaw dropping diorama on display. Here are some pictures.

[nggallery id=90]

Masters of the Universe Classics: The most popular item on Mattel’s collector website,, the re-releases of classic He-Man and the Masters of the Universe line will continue with new releases throughout the year. In addition to the figures, there will weapons packs available. Figures set for release include: Keldor, Moss Man, Evil-Lyn, the larger-scale figure Titus and She-Ra. Also due this year is a crossover series scheduled for Toys ‘R’ Us stores: DC Universe vs. Masters of the Universe Classics. The first two packs will be: He-Man vs. Superman and Skeletor vs. Lex Luthor.

[nggallery id=91]

DC Universe: One of Mattel’s oldest and best-selling series, the momentum of DC Universe Classics seems to be unstoppable. Mattel is making a habit of giving fans characters they never thought they’d see, and this year is no exception. This year will see a slew of new releases in both the Infinite Heroes and DC Universe lines. Some of the characters you will see this year include: Superboy (as he appears in Reign of the Supermen), Guy Gardiner, The Original Hourman, Zatanna, the Ultra-Humanite and Kamandi, the Last Boy on Earth. There will also be some new 2-packs, including Batman and Robin and Supergirl and Lex Luthor. In addition, the “Infinite Heroes” line will pay tribute to the 75th Anniversary of DC Comics. Special packaging will celebrate “75 years of super power.” These figures will come with special commemorative buttons.

[nggallery id=92]

The Justice League line will continue at Target. New characters this year include Firestorm, Plastic Man and Lobo.

[nggallery id=93]

Mattel’s revisits the classic “MEGO” line with a line called Retro-Action DC Super Heroes. Like the classic MEGO figures, they have cloth bodies and plastic heads.

[nggallery id=94]

Finally from the land of DC, Mattel has produced a “MattyCollector” exclusive 12 inch figure of Terrance Stamp as General Zod from Superman II. The likeness is incredible. And, it comes with amazing accessories and packaging, including a reproduction of The Daily Planet newspaper.

Ghostbusters: Finally from Mattel, their “MattyCollector” exclusive line of figures based on the cult favorite film continues with new versionf and characters in a variety of different scales. Characters available this year include Ray (in Lab coat) and one of the most anticipated figures announced so far: Walter Peck (with Ghostbusters Containment Unit). Each figure will come with accessories and a ghost.

[nggallery id=96]

For more information on these products, visit or

That does it for Mattel. Toy Fair Coverage continues with DC Direct.

Leave a Reply