White Rabbit Merch Already A Huge Hit For WWE

WWE's viral storyteller is landing well with the company's merch-buying fans...

WWE White Rabbit t-shirts

WWE's ongoing 'White Rabbit' storyline is already shifting significant volumes of merchandise even though the person behind the gimmick hasn't even been revealed yet.

Dave Meltzer reported on Wrestling Observer Radio that the 'White Rabbit' designs WWE has been flogging at live shows (and online) have been "selling really big." Should the 'White Rabbit' be revealed as Bray Wyatt, as is anticipated, the money should keep rolling in.

The former 'Fiend' is believed to be the man behind the gimmick, with current reporting pointing towards the storyline being paid off at Extreme Rules 2022 this weekend (8 October).


Wyatt was already amongst WWE's top merchandise sellers before his shocking July 2021 release. That 'White Rabbit' products are already shifting well is a great sign for his comeback, regardless of what kind of character he takes on when he finally lands back in WWE.

WWE currently has three different 'White Rabbit' products available for sale on its online store, with one design available as a short and long sleeve t-shirt and the "Who Killed The World?" hangman print available in short sleeves only. More will surely follow.

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Senior Reporter
Senior Reporter

Andy has been with WhatCulture for six years and is currently WhatCulture's Senior Wrestling Reporter. A writer, presenter, and editor with 10+ years of experience in online media, he has been a sponge for all wrestling knowledge since playing an old Royal Rumble 1992 VHS to ruin in his childhood. Having previously worked for Bleacher Report, Andy specialises in short and long-form writing, video presenting, voiceover acting, and editing, all characterised by expert wrestling knowledge and commentary. Andy is as much a fan of 1985 Jim Crockett Promotions as he is present-day AEW and WWE - just don't make him choose between the two.