World Wrestling Entertainment (WWE), notorious for being choosy with licensing deals, has partnered with Wow! Stuff to introduce new products beginning in autumn 2024. The deal was brokered by WWE’s licensing agency, IMG.

The first product to hit retailers will be a Thumb Wars line, in which recognizable WWE stars will be rendered as “thumb caps” for kids and collectors to stage thumb wars. There will also be a Thumb Wrestling ring. Thumb Wars will come as blind two-packs, and are slated to hit an as-yet-unspecified mass retailer. The price point for the new products will range from about $5 to about $25. 

“The WWE brand’s ‘always on’ presence and exciting storylines have kept it at the forefront of family entertainment for years,” says Kenny McAndrew, Director of Licensing at Wow! Stuff. “With this new collection, we wanted something on-brand and in-universe for WWE and our research said it’s time that thumb wars became a branded gameplay.”

WWE is known for being selective with its licensing deals, which Mattel has historically dominated. For information on WWE’s licensing partnerships and opportunities, visit the IMG website.