WWE Tags in Mattel to Launch New Animated Web Series

/ Mar 17, 2014


WWE has teamed with Mattel to launch a new animated web series based on the WWE Slam City line of action figures and other wrestling toys made and sold by Mattel.

The short-form series, also called “WWE Slam City,” is created with stop-motion animation, and follows various WWE personalities as they are forced to take up new jobs in the titular city after being fired by a new WWE character called The Finisher. Featured characters include John Cena, Randy Orton, Kane, and Rey Mysterio, playing roles such as auto mechanic, zookeeper, and more.

Spanning 26 episodes, with each episode running for two minutes, “WWE Slam City” premieres today with the first four episodes at WWESlamCity.com, a new kids site created by WWE and Mattel for fans of the toy brand.

The show will live elsewhere online, too. In addition to WWESlamCity.com and Mattel.com, WWE will offer “WWE Slam City” on Cartoonium, an animation YouTube channel from Maker Studios, and other video platforms like Hulu and AOL. Other distributors include Xbox, PlayStation, Nintendo, iTunes, Google Play, Vudu, and Kabillion.

The show will also be available via WWE Network, the new subscription VOD service the company launched last month.

On the marketing front, WWE says it will “utilize all of its assets,” including broadcast, live events, and digital and social media channels, to drive viewers to WWESlamCity.com and the show.

The WWE Slam City brand is a key cog to WWE’s renewed efforts in reaching kids, who the company says account for more than 20% of its weekly TV audience. That said, beyond the website and animated series, WWE Slam City will soon be expanded to a full merchandise line that includes graphic novels and home videos, in addition to apparel and other branded goods.

“WWE Slam City” is co-produced by WWE and Mattel’s Playground Productions, a new division within Mattel Global Brands focused on multi-platform branded content.

Here’s the trailer:

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