World Wrestling Entertainment (WWE) is planning to tone down its on air violence following their new deal with toy giant Mattel.

In a change of marketing tack for WWE, its shows were recently given a PG rating for all of its TV shows, allowing more children to tune in.

WWE chief operating officer Donna Goldsmith said: “What Mattel is going to do that Jakks Pacific never did is make a line for young kids.”

Mattel plans to launch a new range of products for children aged six and over including Ultimate WWE Championship belts, megaphones, action figures, replicas of masks worn by wrestlers as well as a line of of high-end collectible action figures aimed at adults.

By catering to a younger audience, the firm is hoping to increase the sales of licensed goods, particularly positively impacting results in the second quarter of 2010.

Source: toynewsmag