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Eric Cohen

WWE Kids

By October 8, 2008

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Last week, World Wrestling Entertainment launched a new website. Entitled WWE Kids, this site is clearly tailored to the young fans of the WWE. In recent months, the WWE has been making an obvious effort to go after the youth market. In the spring, the company launched a magazine for these same fans. Since World Wrestling Entertainment is clearly going after the youth market, it leads to several obvious questions.

Why is WWE going after the youth market?
Since the NFL and MLB seem intent on destroying the ability for the average family to see a live sporting event, professional wrestling presents an opportunity to get those family dollars that the other sports have given up on. In addition to getting those family dollars now, WWE is also getting the opportunity to capture the young fans now and hopefully be able to convert them to life-long fans.

How do these moves impact adult fans?
WWE programming has been tamed down in recent months to the point where all their television shows are now rated TV-PG. The most dramatic effect of this change has been in the use of blood during their shows. The most notable example of this change was during the Hell in a Cell Match between Undertaker and Edge at SummerSlam. Normally, the Hell in a Cell leads to one of the bloodiest match of the year. This year's match was notable for the lack of blood.

Does a tamer program help the WWE?
While some fans in the US will be angry about this, a tamer program helps the company in their overseas markets. Since the company is broadcast in so many different countries that have different rules, what is acceptable for a US broadcast could be troublesome in some foreign markets. This led to WWE programming being edited in several International markets to appease censors. This change in programming should alleviate some of those issues.

Photo: 2008 World Wrestling Entertainment, Inc. All Rights Reserved.

Comments

October 9, 2008 at 1:16 am
(1) ADAM says:

Do you know how the merchandising has been affected by the shift towards the youth market? It would seem like that would be another benefit, specifically with toy sales.

October 9, 2008 at 2:31 pm
(2) prowrestling says:

Hi Adam,

Great question. It’s a little too early to tell. Maybe there will be something noted about this in their next quarter filings.
Looking at their most recent quarter filings, it’s almost impossible to see how the toys are doing because the sales are lumped in with other licensing revenues such as the video game.

In an interesting note, starting in 2010, WWE is moving their toy license to Mattel, and they have been involved in a long legal battle with their current toy producer Jakks.

Thanks,
Eric

November 10, 2008 at 11:08 pm
(3) Trevor says:

We Do Not Have MyNetworkTv,So Please,Please,Please Put SMACKDOWN! Back On CW Chatanoga

February 20, 2009 at 9:17 pm
(4) kelsey says:

i’m a girl and 10 but i love WWE world wide entatanment.

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