Introduction — When Everything Changed
When 2010 arrived, WWE figure collectors knew they were stepping into unknown territory. After years of Jakks Pacific dominance, Mattel officially took over the WWE license, bringing with it new engineering, fresh ideas, and a promise to rebuild the line from the ground up.
Mattel didn’t start small. Instead, they launched with multiple figure formats, aggressive release schedules, and a clear message:
this line would be for kids and collectors alike.
That ambition created excitement, skepticism, and endless forum debate. The first year wasn’t flawless but it was absolutely foundational.
Mattel’s 2010 Strategy — Three Figure Formats, One Vision
From day one, Mattel rolled out WWE figures in three distinct formats, each serving a different audience.
Basic Figures — The Backbone of the Line
Basics were designed to be everywhere:
- Monthly releases
- Accurate “Superstar scale” with real height differences
- Play-friendly articulation
- Accessible pricing
Collectors immediately noticed the improved proportions compared to Jakks. Even without many accessories, Basics felt modern and consistent.
Two-Packs — Teams and Rivalries
Two-packs alternated monthly with Basics and focused on:
- Tag teams
- Classic rivalries
- Logical pairings tied to WWE storytelling
They were simple, effective, and popular with both kids and adult collectors.
Elite Collection — Where Collectors Paid Attention
The Elite Collection was Mattel’s big statement to hardcore fans. It promised:
- Double-jointed knees
- Ab crunch, wrist rotation, ankle pivot
- Soft-goods jackets, coats, and shirts
- Character-specific accessories like belts and props
- Collector-friendly packaging
On paper, it sounded like exactly what collectors wanted.
The Elite Line — Hype Meets Reality
Early Excitement
When the first Elite figures hit shelves, forums exploded with praise:
- Accurate body types
- Modern articulation
- Soft-goods that elevated display value
- Accessories matching TV and PPV appearances
Many collectors immediately called Elites the best WWE figures in years.
The Growing Pains
Once figures were in hand, problems became harder to ignore:
- Loose joints and unstable torsos
- Inconsistent paint and skin tones
- Soft-goods that didn’t always fit well
- Headsculpts that ranged from excellent to overly smooth or inaccurate
Figures like Rey Mysterio, Undertaker, and Chris Jericho stood out positively, but inconsistency dominated discussion. The potential was clear but the execution needed work.
“For Kids and Collectors” — A Delicate Balance
Mattel’s dual-audience approach defined much of 2010.
What worked:
- Durable Basics for play
- Premium Elites for display
- Fast wave turnover that matched WWE TV
What frustrated collectors:
- Basics lacking accessories
- Headsculpts needing refinement
- Premium articulation not always consistent
Still, most collectors weren’t writing the line off. The mood was cautious optimism and a belief that Mattel could get there.
Distribution Issues — The Hunt Becomes the Hobby
Availability became one of the biggest complaints of the year:
- Some regions were flooded
- Others never saw certain waves
- Chase items were scarce
- Scalpers caught on quickly
Ironically, this chaos created engagement. The hunt became part of Elite collecting culture, which was exciting for some, exhausting for others.
What Collectors Were Saying in Year One
Looking back at 2010 forum discussions, a few themes stood out:
- “These already look better than Jakks.”
Proportions and scale were an immediate win. - “Basics are fine — Elites are the real deal.”
Collectors knew where Mattel needed to focus. - “There’s something here — it just needs polish.”
The criticism came with hope, not hostility.
Photo Gallery:
Where Part One Leaves Us
By the end of 2010, Mattel had:
- Introduced a modern WWE figure system
- Positioned Elites as the collector centerpiece
- Sparked constant collector engagement
- Shown a willingness to adapt
In Part Two, we’ll look at how Mattel used feedback, controversy, nostalgia, and experimentation during 2010 to build trust — and why this imperfect first year still matters today.
