World Wrestling Entertainment and Kmart will work as tag team marketing partners again, this time in support of the grappling group's upcoming "Royal Rumble" pay-per-view event.
As part of its "Royal Riches" push, all Kmart stores through Jan. 31, the day of the "Royal Rumble" event at the Philips Arena in Atlanta, will feature product boutiques, sporting WWE licensed merchandise, including men's and boys' apparel, footwear, bedding, DVDs, and video games. Additionally, Kmart will debut Mattel's new line of WWE action figures and accessories.
Last year, Kmart and WWE collaborated on a marketing program touting the "Wrestlemania XXV" event.
This time around, consmers who buy $35 or more of WWE goods at the retailer will receive $10 off their Royal Rumble PPV order.
Fans can also pin other promotional offers through the duration of the program, notably further discounts on WWE merchandise, and a chance to win a trip for two to WrestleMania XXVI on March 28 at University of Phoenix Stadium in Glendale, Ariz.
Kmart will feature select WWE merchandise available for purchase online at www.kmart.com/wwe, as well as a dedicated WWE section in its weekly circular.
The microsite will feature live chats with WWE Superstars on Monday, Jan. 18 giving fans the chance to communicate directly with their favorites. WWE will support the promotion through WWE Superstar and Diva meet- and-greets at select Kmart stores, as well as in-store radio and in-store TV broadcasts. In addition "Royal Riches" will be promoted in WWE Magazine, live events and online.
In-store appearances and autograph sessions are tentatively scheduled with Ted DiBiase on Jan. 16 and Jan. 26 at Kmart stores in Birmingham, Ala. and Columbus, Ohio, respectively. Rey Mysterio is set to visit a Chicago outlet on Jan. 23.
"Kmart continues to look for ways to bring value to our customers by offering exclusive and exciting products through our relationship with WWE," said Kmart CMO Mark Snyder in a statement. "Whether in-store or online, Kmart's customers know they can find all of their favorite WWE products in one place."
"After the overwhelming success of last year's collaboration with Kmart, we are thrilled to expand our efforts by coming together again to offer WWE fans a great value for their shopping dollars and build excitement around our Royal Rumble pay-per-view event," added Jim Connelly, senior vice president, consumer products, WWE.
