WWE x Mattel

WWE x Mattel

Elite Series Wrestling Selfie Box


Our CAD and Production teams did a great job of making the final display unit look amazing and produced a comprehensive instruction sheet for in-store staff at Smyths to use to assemble it, along with an added instruction video to show them exactly how it should be done. The units were then flat-packed and distributed to 146 Smyths stores across the UK and Ireland.

The working display

The end design was a success. Wrestling fans of all ages queued up to get inside the units to have their pictures taken.

As a result of the popularity of the initial roll-out, the WWE has since requested one-off packaging box displays for retail stores in both Sheffield and Leeds where real-life WWE wrestlers made an appearance to tie in with their UK tour. For Leeds, we were also challenged with wrapping the boxes for wrestlers to burst out of to surprise customers.

This is just another example of how innovation and agility, alongside a willingness to work collaboratively with our clients, has created fabulous results for a product launch.

It all started when…

Joint clients, Mattel and WWE (World Wrestling Entertainment Inc.), got in touch with a project brief to replicate the packaging boxes for their Elite Series wrestling figures – to scale them up to use as display units they could fit an adult inside. These units were to be used as part of a one-week intensive promotional campaign in Smyths toy stores for fans to step inside and take selfies, posing like their favourite wrestling hero.

The brief required these units to be:

1. Large enough for an adult to stand in.
2. Safe enough for children to play in.
3. Distributed to all branches of the toy store chain.
4. Easy for shop assistants to assemble in-store

Our challenges and execution

Scaling a life-sized toy box may sound simple, however, these needed to be sturdy but light, flat-packed and easy to assemble.

I thoroughly enjoy working with CMYK who have become a key supplier of point of sale to our WWE retail outlets. Their design, quality and ability to deliver all of our activations has provided WWE with an exceptional service.

WWESenior Director UK & Retail, Consumer Products