Newsweek had the opportunity to speak with Executive VP Cody Rhodes and Chief Brand Officer Brandi Rhodes from All Elite Wrestling to discuss the importance of having toys come to the market this summer.
The pair feels the whole toy-production process came together at a seemingly rapid pace. “I say it happened fast, but it’s so funny, because it’s a wrestler company by wrestlers, so it has this kind of wild-west appeal. But it’s actually a super-disciplined company,” says Cody. “We have a rule, to let talented people be talented,” Cody assures. AEW’s Chief Merchandising Officer, Dana Massey did a lot of work alongside Jazware’s Executive Vice President, Jeremy Padawer to get the job done without showing off much to the team. Wrestlers never saw any mock-ups for approval prior to seeing their figures for the first time. “She basically surprised us with the work itself,” recalls Cody. In regard to seeing the finished product, Cody says, “I’m glad I saw it for the first time when they surprised me on the commercial the other night, because they did a great job letting talented people be talented, which is the mission statement of AEW.”
“It comes together so quickly because we have the right partners,” says Brandi. “Wicked Cool Toys and Jazwares have been on it, and you can tell they’re very passionate about the details, and they’re passionate about us liking everything.” There was a lot of interest from various companies wanting to do business. So conversations started quickly to produce an action figure line. “I’m shocked at how quickly it has become a real thing, as in summer 2020, people can have these in their hands,” says Brandi with an air of excitement.
The AEW team has spent the last year proving its fan base is real, and the data backs it up. To the minds behind it, social media acts as a prime example of the strength of the movement they’ve led. “There’s support from the fans that they will tune in to an alternative product,” states Cody. So now there can be support for an alternative toy line too.
This experience has been especially exciting for Brandi, who’s getting her own action figure for the first time. “The first wave ever of AEW action figures are here, and I am lucky enough to be in the first wave,” says Brandi. “First time I have ever had a figure, first time I’ve seen myself immortalized.” For talent, it can be an emotional experience to see yourself in miniature form for the first time. Brandi’s model surpassed her expectations. “I’m so excited, so I cried,” laughs Brandi.
Cody has had multiple figures of himself created throughout his career, however it’s been about four years since his last plastic incarnation, a glow-in-the-dark, alien-headed figure that shall not be mentioned. “I’ve had different wrestling figures, and I don’t mean to be disparaging to those wrestling figures, but looking at our line, it’s an evolution on the line. And it’s bringing the bar up, so it’s bringing wrestling up,” says Cody. “If I can do anything in wrestling, it’s to keep in the pop-culture eye. And it’s been so fun and such a ride. To be here is really special.”
With a series two of figures already on display at the New York Toy Fair, there’s still a lot of possibilities for wrestlers to make some debuts in the line. Brandi would love to see fellow female first-timers like Nyla Rose and Awesome Kong make an appearance, but both she and Cody agree the next must-have action figure in the series needs to be their dog, Pharaoh. “We really, really, really need to see Pharoah in the line,” begs Brandi. “He’s done so much great work in AEW, and he’s considered one of the biggest stars in AEW and he’s, ya know, a husky.”
The future looks bright for the wrestlers of AEW, and it seems this is just the beginning for the new brand continuing to carve out its niche in the market. “There are a lot of possibilities here,” says Brandi as the pair ponders the future. “When I leave here today, it’s another really cool moment. But it feels good that we get to keep doing this, and it’s great for kids and collectors,” says Cody.
Look for these AEW action figures exclusively in Walmart stores this August. Which figure will you be racing to buy before they sell out? Let us know in the comments section below.
