Wrestling MarketWatch: Hype Then. Hype Now. Hype Forever.

“Then. Now. Forever.” Is more than just the name of the figure set we looked at here last week. It’s more than just the company motto, too. It’s hype and that’s definitely something that WWE was built on. Sure, it’s good business, but to their credit the company has always known how to do it well. Ever since the famous WWF logo debuted they’ve plastered it on absolutely everything – and it’s worked! Heck, look closely at the picture to the left. At one point they were printing card lineups on envelopes! I can’t count the number of times that I’ve referenced the WWF marketing machine over the years here in the blog, especially since merchandise is the name of the game. In this latest edition of Wrestling MarketWatch we’re looking at several items that reflect the never ending push of the brand, concepts and top stars of the WWF as we knew it.

*We’ll start in 1995. The World Wrestling Federation is no longer the mainstream entertainment choice that it had been just a few years earlier, though the diehards are still rabid for the product. I wouldn’t quite call it a transitional period, either, as honestly a lot of it felt quite stagnate. That being said, I personally prefer it to a lot of what happened in just a few years time. Nonetheless, the WWF was still looking to get their name out there. What way better to do that than to plaster the WWF logo on an airship? Gliding into cities across America, the WWF blimp was wrestling’s answer to the more widely known Goodyear counterpart. It may not have lasted more than a few years but it did yield an inflatable replica that was available through the catalog and likely at live events as well. Recently selling for $110 this is down from $190 back in 2020.

*The WWF was not only a pioneer in hype but a groundbreaker in pay-per-view television as well. After the success of WrestleMania III the company knew that it needed a follow-up in much less than twelve months. Thus, The Survivor Series was born. While teams of five may have strived to survive, all eyes were on Hulk Hogan vs Andre the Giant. Unlike their one-on-one bout at WrestleMania, the two epic gladiators would instead lead their own teams into battle. Hogan led Bam Bam Bigelow, Ken Patera, Paul Orndorff and Don Muraco (replacing Superstar Billy Graham) into the Thanksgiving night war against Andre and his team consisting of King Kong Bundy, The One Man Gang, Ravishing Rick Rude and Butch Reed. Several Survivor Series-branded promotional photos came out of the hype including one featuring a Hogan-Andre stare down in an image recycled from the WM III media blitz. This photo recently sold for $166.

*Andre may have been Hulk’s greatest rival but as we all know it didn’t end there. Perhaps no one, over the span of years, had more ups and downs with The Hulkster than Randy “Macho Man” Savage. While the two teamed for the first SummerSlam they led opposing duos for the second edition of the event in 1989. The show, emanating from East Rutherford, NJ, saw Hogan and Brutus “The Barber” Beefcake managed by Miss Elizabeth take on Savage and “Human Wrecking Machine” Zeus led by Sensational Sherri. It was one of several tie-ins to the “No Holds Barred” motion picture starring Hogan and Zeus, a film now considered by many to be a cult classic. The artwork promoting the event is a lot of fun and is featured in several outlets including a post card which recently sold for $18.

*1997 was most assuredly a transitional time for the company. Although the event was held in Chicago, WrestleMania that year always felt small to me. Many fans love the matches, however, and have fond memories of the show which honestly acts as a bridge between the “cartoon era” of yore and the “Attitude Era” about to be ushered in. For better or for worse (you know which way I vote), the company and the industry as a whole was about to rake in a whole lot of money. It looks like some sellers are trying to take in similar amounts of money for the promotional Burger King WrestleMania cup that was exclusive to the Chicagoland area. As usual, folks should be aware that those are the ASKING prices. The actual recent selling price is $15. We all know that prices go up and down on a whim. Always get in there when demand is low.

*Cable companies got into the act in those early days of pay-per-view as well. If you weren’t around then you may not know the lengths that fans often had to go to in order to see these events. While it eventually became a single phone call, the early days called for special receiver boxes and other gimmicks just to watch the show that you’re already paying extra for. It was the technology of the time. I can remember difficulties with cable boxes as late as the early 2000s. I’ve long since cut the cable, thankfully, and now it’s as simple as pulling up Peacock. More often than not it’s more entertaining to then go and watch a classic event than what’s streaming live, but I digress. We’ve shown a lot of WrestleMania IV love this year due to it being the 35^th anniversary. One item promoting the show was in fact provided by the WWF for individual cable companies to distribute. It’s a WrestleMania IV branded Hulk Hogan promotional photo complete with facsimile signature. The name of the cable company was added to the top of the photo which is on a far thinner paper stock than the traditional promo. While sellers, again, try to get way more for this photo, it recently sold for $15.

Are you hyped? I am! For the days when the hype was worthwhile, that is…