MAM
WWE boosts L&M activity by entering construction toy category for the first time
MUMBAI: World Wrestling Entertainment (WWE) has announced an exclusive, multi-year agreement with US toy manufacturer The Bridge Direct to develop and market construction toys based on WWE events and characters. The agreement marks the first time WWE will enter the construction toy category.
Targetted to WWE fans between the ages of 4 and 14, the line includes figures, accessories, and construction bricks to “build your own” play sets, which bring WWE‘s action-packed events and Superstars to life.
WWE executive VP consumer products Casey Collins said, “We are excited to partner with The Bridge Direct and bring WWE‘s new construction line to market for the first time. The new product line will provide the youngest members of the WWE Universe with an entirely new way to engage with our brand, further cementing their connection to WWE.”
The Bridge Direct president CEO Jay Foreman said, “WWE is one of the greatest sports entertainment franchises in the market today. We are thrilled to partner with WWE on an exciting product line that offers a compelling and interactive way for young fans to engage with one of their favorite entertainment franchises.”
The WWE construction toys are expected to begin rolling out at major mass retailers across the US next year.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
