Convention - SDCC 2025 : Mattel Brings WWE History and Future Together in a Show-Stopping Collector’s Display

By Mulder, San Diego, Convention Center, 23 july 2025

San Diego Comic-Con 2025 once again proved that it is the beating heart of pop culture, and nowhere was this more evident than at the Mattel Wrestle booth, a sprawling, meticulously curated space inside the Convention Center that brought the world of WWE to life with the kind of detail, nostalgia, and sheer spectacle that only Mattel can deliver. From the moment attendees stepped into the area, they were greeted by a sea of vibrant displays and glass cases that not only showcased decades of wrestling history but also projected the future of WWE collectibles. At the center of the excitement stood the SDCC-exclusive Ultimate Edition “The Champ Is Here” John Cena figure, a masterclass in craftsmanship and attention to detail. This premium collectible celebrated John Cena’s legendary 17-time reign as World Heavyweight Champion, complete with an impressive arsenal of accessories including five meticulously reproduced title belts, four interchangeable head sculpts, multiple hand sets, a fabric “The Champ Is Here” T-shirt, his famous “Chain Gang” medallion, and a cap. Every piece of this release was engineered not just for display but for storytelling, encapsulating the many eras of Cena’s career, from his rise as a ruthless rapper to the face of WWE who would go on to inspire a generation. Fans lingered at the display, photographing every angle and exchanging stories of the moments these belts represented—each one a frozen snapshot of roaring arenas, high-stakes matches, and the larger-than-life persona that made John Cena a household name.

While John Cena’s figure commanded the spotlight, the rest of the booth offered a treasure trove of reveals that proved Mattel’s WWE line is as dynamic and varied as the sport-entertainment world it honors. Collectors were treated to first looks at the upcoming WWE Legends figures featuring Mr. Fuji, Michelle McCool, and Triple H, each sculpt rendered with iconic ring gear and expressions that instantly transported fans back to unforgettable in-ring moments. The Defining Moments series continued to push the boundaries of detail and presentation, with a Penta Ringside Collectibles exclusive standing out for its elaborate costume and vibrant colors. The Ultimate Edition lineup expanded with future releases of Seth Rollins, Chelsea Green, and Hulk Hogan, while the nostalgia-heavy WrestleMania 13 Elite 3-Pack featuring Bret Hart, Steve Austin, and Ken Shamrock provided a deep dive into one of the most pivotal nights in WWE history. The booth also confirmed the arrival of rising talents and modern fan favorites, including Je’Von Evans, Grande Americano, Roxanne Perez, Iyo Sky, Andrade, and Damian Priest, alongside tag-team sensations The Motor City Machine Guns (Chris Sabin and Alex Shelley) making their Elite debut. NXT’s presence was felt with the inclusion of Kairi Sane, Ivy Nile, and Chad Gable in the Main Event line, as well as powerhouse duo The Creed Brothers (Julius Creed and Brutus Creed) entering the Elite series for the first time.

The physical experience of the booth was equally as impressive as the products themselves. Every display was staged with a theatrical precision that mirrored the drama of WWE programming—figures posed mid-finisher, belts displayed under spotlights, and multi-tiered cases telling mini visual stories of rivalries and alliances. The energy was amplified by the hum of conversations, the clicking of camera shutters, and the occasional outburst of joy when fans spotted a character they had been hoping to see for years. For many attendees, this wasn’t just a product reveal; it was a live event in its own right. The booth allowed visitors to move from the Attitude Era to the present day in just a few steps, shifting from the leather-jacketed defiance of Steve Austin to the flamboyant entrance gear of Seth Rollins, or from the stoic authority of Triple H to the cutting-edge charisma of Damian Priest. It was the kind of immersive environment that blurred the line between toy fair and wrestling arena, proving once again why Mattel holds such a dominant position in the wrestling collectibles market.

What made the SDCC 2025 WWE showcase truly unforgettable, however, was the way it bridged the gap between eras, uniting generations of wrestling fans under one roof. Long-time collectors found themselves revisiting their earliest fandom memories through figures like Hacksaw Jim Duggan or Mr. Fuji, while younger fans connected with modern stars and NXT breakouts. The balance between honoring legends and investing in the future of WWE was clear in every reveal, with Mattel demonstrating a deep understanding of wrestling’s evolving narrative. This wasn’t about churning out generic action figures; it was about preserving moments in wrestling history and packaging them for a fanbase that spans decades. The exclusives and first-time-in-the-line releases didn’t just cater to completists—they created conversation starters, reignited debates about the greatest matches and rivalries, and reminded everyone in attendance why WWE remains such an enduring force in entertainment. In the end, the Mattel Wrestle booth at SDCC 2025 was more than a product showcase; it was a living museum of sports entertainment, where every shelf and display was a tribute to the larger-than-life heroes, villains, and storytellers that have stepped into the squared circle.

You can discover our photos in our Flickr page here and here

Photos and video : Boris Colletier / Mulderville