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WWE Throws Hat in Children's Ring

 

Shahnaz Mahmud

Adweek

May 19, 2008

As a part of World Wrestling Entertainment’s youth initiative, the company is launching a Web site for kids. The site follows last month’s debut of the WWE Kids magazine and will serve as a complement to it. It is geared towards kids 6-14 years old.

WWEKids.com will host content from the magazine and provide interactive online puzzles, interviews and games featuring the wrestlers as well as consumer products. Additionally, the site houses sections encouraging healthy eating and suggestions for exercise activities. One of the WWE's intentions is to promote community involvement and self-esteem, in accordance with the company's growing education, literacy and volunteerism programs.

Another goal, according to Geof Rochester, evp of marketing, is to determine the best course for getting families to engage with the WWE brand.

"We have seen a steady growth in younger viewers of our programs, and we have made a conscious decision to embrace this audience," said Rochester. The WWE competes with the Disney Channel and Nickelodeon for the kids-tween demographic.

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