WWE Files Trademarks for AWA Revival and New Merchandise Lines
New filings including 'WWE Scratchcard' and the legacy 'AWA' brand suggest a push into new gaming and historical projects.
World Wrestling Entertainment (WWE) has filed several new trademarks that signal a potential expansion into new merchandise categories and the revival of a historic wrestling brand. The filings, submitted on July 27, 2026, indicate the company is preparing for a variety of product launches and creative shifts.
According to industry reports, the company is seeking trademarks for "WWE Lock It In," "WWE Scratchcard," "AWA," and "WWE Championship Gold." These filings cover a broad range of potential applications, from promotional gaming tools to the formalization of legacy intellectual property.
The Return of the AWA
The inclusion of "AWA" is particularly notable for historians and long-term fans. The American Wrestling Association was a dominant force in professional wrestling from 1960 until 1991. While WWE acquired the AWA's assets and trademarks back in 2003, the brand has remained largely dormant in a commercial capacity for over two decades. This new filing suggests a renewed intent to utilize the brand, potentially for a historical archive project, a new series, or a special event celebrating the promotion's legacy.
Diversifying Revenue Streams
Beyond the historical revival, the other trademarks point toward new consumer engagement strategies. The "WWE Scratchcard" filing suggests a move into gaming or promotional lottery-style merchandise, which could be used for fan giveaways or digital collectibles. Similarly, "WWE Championship Gold" and "WWE Lock It In" likely relate to new high-end merchandise lines or specific branding for upcoming championship-related content.
Industry Implications
Trademark filings are often the first public indicator of a company's strategic pivot. For WWE, these moves suggest a dual-track strategy: leveraging nostalgia to attract legacy viewers while diversifying its retail portfolio with interactive products. By formalizing the AWA brand now, WWE is positioning itself to monetize its deep library of wrestling history in a more structured way.
What to Watch
While the trademarks are now on record, WWE has not yet announced specific launch dates or product details for any of the terms. Industry analysts will be watching for official announcements regarding the AWA brand, as a full-scale revival of the legacy promotion would mark a significant shift in how the company handles its acquired historical assets.