World Wrestling Entertainment and Kmart announced they have again collaborated to create "Royal Riches," an exclusive, multiplatform marketing promotion supporting WWE's first pay-per-view event of 2010, Royal Rumble.

Royal Rumble takes place Sunday, Jan. 31 (8 p.m. ET/5 p.m. PT),  at the Philips Arena in Atlanta, Ga., marking the kickoff to the Road to WrestleMania XXVI. 

From Jan. 10 through Jan. 31, all Kmart stores will feature product boutiques showcasing WWE licensed merchandise, including men's and boys' apparel, footwear, bedding, DVDs, and video games. Additionally, Kmart will debut Mattel's new line of WWE action figures and accessories.

Consumers who purchase $35 or more of WWE merchandise at Kmart will receive $10 off their Royal Rumble pay-per-view order. They will also have the opportunity to win other promotional offers through the duration of the program, including further discounts on WWE merchandise, and an opportunity to win a trip for two to WrestleMania XXVI on March 28 at University of Phoenix Stadium in Glendale, Ariz.

"Kmart continues to look for ways to bring value to our customers by offering exclusive and exciting products through our relationship with WWE," said Mark Snyder, chief marketing officer, Kmart. "Whether in store or online, Kmart's customers know they can find all of their favorite WWE products in one place."

"After the overwhelming success of last year's collaboration with Kmart, we are thrilled to expand our efforts by coming together again to offer WWE fans a great value for their shopping dollars and build excitement around our Royal Rumble pay-per-view event," said Jim Connelly, senior vice president, Consumer Products, WWE.

Kmart will feature select WWE merchandise available for purchase online at http://www.kmart.com/wwe, as well as a dedicated WWE section in its weekly circular. The microsite will also feature Live Chats with WWE Superstars on Monday, Jan. 11 and Monday, Jan. 18, giving fans the chance to communicate directly with their favorite WWE Superstars.

WWE will support the promotion through WWE Superstar and Diva meet and greets at select Kmart stores, as well as in-store radio and in-store TV broadcasts. In addition "Royal Riches" will be promoted in WWE Magazine, live events and online.

In select markets, Kmart and WWE will conduct in-store appearances and autograph sessions with WWE Superstars. Visit the microsite for the latest schedule to see which WWE Superstar will be coming to your area.