Danhausen has become one of WWE’s hottest merchandise sellers, and Jim Ross believes AEW may have missed its chance to capitalize on the unique star power that is now paying off elsewhere.
During the latest episode of Grilling JR, Ross discussed Danhausen’s growing success in WWE and revealed that people backstage at AEW Double or Nothing were already talking about the numbers he is generating. Ross explained that he had heard firsthand how well Danhausen’s merchandise was performing.
“Somebody on the road this weekend… who the hell was it? But they were telling me about Danhausen’s popularity and the real numbers that he’s selling product and how those numbers are coming out.”
For Ross, the merchandise sales are proof that fans have bought into the character.
“I’m happy for the kid. He’s getting into these waters. And I’m hearing he’s selling lots of sht. And that’s a sure sign of somebody’s getting over. Without a question.”*
Ross pointed out that fans are already spending money to attend events, making merchandise purchases an even stronger sign of a wrestler’s connection with the audience. The WWE Hall of Famer then laid out exactly how he would use Danhausen if he were calling the shots.
“If I was WWE, I’d have his ass on the road wherever the doors are open. Civic centers and high school gyms and everything else, and I’d blow that son of a bitch completely up.”
Ross believes the timing is perfect for Danhausen to take the next step. The conversation later shifted to Danhausen’s run in AEW when a listener asked why Tony Khan’s promotion never fully got behind the character. Ross didn’t hesitate when giving his opinion.
“Good for him. He’s a young guy. And if he was ever going to have a legit chance to become a star, this is it.”
“Yeah, absolutely. I’m sure now he wishes he had moved on that persona. He did, but he didn’t. And now it’s just too late.”
Podcast host Conrad Thompson offered another explanation, suggesting the difference may come down to philosophy rather than regret. Thompson argued that AEW has traditionally placed a heavier emphasis on in-ring wrestling, while WWE has been more aggressive when it comes to marketing and merchandise opportunities. Ross agreed with that assessment.
“I think Tony’s probably more about the wrestling and I think WWE’s more about the revenue.”
“That’s an interesting analogy. Can’t say as I disagree with it.”
Danhausen spent years building a loyal following through his unusual character work and merchandise appeal, but his AEW run never evolved into a major featured role on television. Now, as WWE leans into the character and merchandise sales continue to climb, Ross believes the company is finally maximizing what made Danhausen stand out in the first place.
Whether AEW truly missed an opportunity or WWE simply provided a better environment for the character to thrive, Danhausen’s current success is likely to keep that debate alive for quite some time.
Do you agree with Jim Ross that AEW failed to fully capitalize on Danhausen’s popularity, or was he always destined to find greater success in WWE? Drop a comment below and let us know what you think.
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