
(Breathtaking.)
Apparently, action figures were just the beginning. According to a news release on UFC.com:
[F]ans of the Ultimate Fighting Championship will soon be able to collect Jakks Pacific UFC figures, use UFC-branded Bic lighters and Silver Buffalo watches, shop with a UFC credit card, and pick up UFC apparel at JC Penney stores…
Already, UFC-branded Bic lighters are hitting retail shelves, and after April’s ‘soft’ launch of UFC t-shirts at 450 JC Penney stores, the retailer will create “UFC Hot Zones” in August that will sell shirts and headwear in the Young Men’s department. Silver Buffalo, which has developed licensed products for such brands as WWE, Elvis Presley, Led Zeppelin, Bob Marley, and Kiss, will come on board this summer with UFC-branded watches, barware, bar accessories, lighting, wall décor, and billiards and darts accessories, and on June 15th, US Bank launches its UFC VISA card with no annual fee and the option to receive points for UFC merchandise…
There are also going to be more than a few happy faces when official UFC action figures hit major retailers such as Wal-Mart, Target, K-Mart, and Toys R Us in Fall of 2009. Expected in this launch will be Chuck “The Iceman” Liddell, Forrest Griffin, Brock Lesnar, Antonio “Minotauro” Nogueira, Michael “The Count” Bisping and UFC Middleweight Champion Anderson “The Spider” Silva. Octagon playsets and role-play items based on the UFC brand and its classic and current roster of star fighters are also planned.
On the one hand, I’m really looking forward to the day when the checkout girl at the grocery store asks me “debit or credit,” and I slam down my customized UFC Visa card with the image of Joe Stevenson‘s bloody face and say “What the fuck do you think?” But I’m also growing increasingly wary of the “WWE-ization” of MMA’s most prominent organization.
Let’s talk about those action figures, which seem like a clear ploy to attract more kids to the Octagon. As the UFC begins to more prominently use individual fighters to push merchandise, the “character” aspects of each fighter will likely be amped up. Who do they have rivalries with? Can any of them be marketed as bad guys? What are their “signature moves”? You create action figures for action heroes, not regular guys, and the UFC’s fighters may one day be under more pressure to fulfill certain roles. Dude, “Octagon playsets”? This has pro wrestling written all over it, and it sucks.
Maybe I’m just reacting to how cheesy some of this stuff sounds, like “role-play items based on the UFC brand and its classic and current roster of star fighters.” Does this mean we can expect a new UFC module for the latest version of D&D? (“Wanderlei Silva melee attack beats your armbar saving throw!”) We’ll stick to LARPing, thanks. And does “classic roster of star fighters” mean they can still put Tito Ortiz‘s image on posters without paying him?
Anyway, brace yourselves. You thought the Affliction-shirt-wearing meatheads were bad? Wait until a horde of unironic-trucker-hat wearing NASCAR fans start swarming the JC Penney “UFC Hot Zones” for their Brock Lesnar shot glasses. Who knows if this little fad called MMA can survive it…


People need to see the 1/8th inch tattoo before you get complaints.