Check These Out! "WWE Squinkies"

I would imagine that WWE can have a licensing deal with many different companies, as long as they aren't making the same kind of figures. These are different from standard 6" scale action figures, and I imagine that's why it's a different company. If you look back over the course of WWF/WWE figures' history. You'll see that there have been instances of different companies making different kinds of toys at the same time. For instance, Playmates was making both smaller and larger scale figures than Jakks, simultaneously, with different sorts of features, i.e. talking figures, "big heads," etc.