AEW & Adult Swim: A New Animated Series Signals a Shift in Pro Wrestling’s Media Strategy
The collision of professional wrestling and animation isn’t new, but it’s poised for a significant expansion. A new project is underway between All Elite Wrestling (AEW) and Adult Swim, confirmed by Nic Collins, writer and producer for Adult Swim, on his LinkedIn page. This collaboration isn’t a one-off stunt; it’s a potential blueprint for how wrestling promotions will leverage alternative media to reach broader audiences and cultivate new fans – and it’s happening at a time when traditional viewership is increasingly fragmented.
Beyond the Ring: Why Animation Makes Sense for AEW
AEW’s previous collaborations with Adult Swim, like the “Rick & Morty” Halloween episode of Dynamite in 2019 and the “Battle For The Booty” event at San Diego Comic Con in 2024, demonstrated a clear synergy between the brands. Both appeal to a similar demographic: young, digitally native, and appreciative of irreverent humor. However, a dedicated animated series represents a far more substantial investment and commitment. This isn’t simply about cross-promotion; it’s about building a new revenue stream and expanding the AEW universe beyond the confines of the wrestling ring.
The Power of Storytelling in a New Format
Wrestling, at its core, is storytelling. But the live, weekly format of shows like Dynamite and Rampage can sometimes limit the depth and complexity of those narratives. Animation offers a unique opportunity to explore character backstories, develop intricate plotlines, and experiment with visual styles that wouldn’t be possible in live-action. Think of the potential for exploring the origins of characters like Orange Cassidy or Kenny Omega in a visually stunning and creatively unconstrained way. This allows AEW to tap into the growing popularity of adult animation, a market currently dominated by shows like Rick and Morty and Invincible.
Nic Collins’ Background: A WWE Alum Bringing Creative Vision
The involvement of Nic Collins is particularly noteworthy. His LinkedIn profile reveals a stint as a writer and producer for WWE, where he pitched ideas to Chief Content Officer Paul “Triple H” Levesque. This experience provides valuable insight into the inner workings of a major wrestling promotion and suggests a sophisticated understanding of what resonates with wrestling fans. Collins’ transition to Adult Swim and now back to wrestling with AEW indicates a growing trend of creative talent moving between these seemingly disparate worlds. This cross-pollination of ideas is likely to lead to more innovative and engaging content.
The Broader Trend: Wrestling’s Media Diversification
AEW’s move aligns with a larger trend of professional wrestling promotions diversifying their media offerings. WWE has made significant strides in this area with its own animated projects, documentaries, and partnerships with streaming services like Netflix. This isn’t just about reaching new audiences; it’s about future-proofing the business. Linear television viewership is declining, and wrestling promotions need to find new ways to connect with fans and generate revenue. Statista reports a continued rise in cord-cutting, making direct-to-consumer and streaming partnerships increasingly vital.
From Live Events to Multi-Platform Entertainment
The future of professional wrestling isn’t just about live events and weekly television shows. It’s about building a comprehensive entertainment ecosystem that encompasses animation, video games, podcasts, and more. AEW’s partnership with Adult Swim is a significant step in that direction. It demonstrates a willingness to experiment with new formats and embrace the power of animation to tell compelling stories and connect with a wider audience. This strategy could also influence other promotions to explore similar avenues, leading to a more dynamic and innovative landscape for professional wrestling.
What will this new AEW animated series look like? And how will it impact the broader wrestling landscape? The answers remain to be seen, but one thing is clear: the lines between professional wrestling and other forms of entertainment are becoming increasingly blurred, and the potential for growth is immense. Explore more insights on the evolving world of sports entertainment in our Sports Entertainment section.
