PowerTown Wrestling, a brand developed by Relativity Worldwide LLC,
has appointed Southard Communications as its first agency of record to support the debut of its retro action-figure line.
Southard will handle all PowerTown's marketing, communications and social-media campaign. It will also spearhead consumer and trade media relations, events, influencer marketing and paid digital communications.
The new line of collectibles, featuring iconic wrestlers from the past 60 years, such as Lou Thesz, Stan Hansen and Magnum TA, is expected to launch in April or May.
Steve Rosenthal, managing partner of Relativity Worldwide, said it was important to find the right partner, and Southard’s “experience, relationships, strategic firepower and track record of success is second to none in the toy and collectibles industry.”
Rosenthal, previously SVP at Remco Toys, forged a partnership with wrestler Verne Gagne in the 1980s, and launched Remco's AWA All-Star Wrestling collection. Now, he's teamed with retired pro wrestler Greg Gagne, Verne's son, to launch a new brand: PowerTown: Where Wrestling Lives On. The duo says its signed licensing agreements with more than 150 wrestling personalities.Founded in 1994, Southard Communications has worked for The LumiStella Company (The Elf on the Shelf), Thames and Kosmos, Magformers, Crazy Aarons, Green Toys and FoxMind, among others.