The Fiend isn't only the best thing Bray Wyatt has ever done creatively, but it's also his top-performing gimmick financially.

Earlier this year, after almost a year off TV, Bray Wyatt returned to the spotlight with a brand new persona. The aura surrounding The Fiend and the Firefly Funhouse has been captivating. It's not for everyone, but it is almost definitely loved by more people than it's loathed. You need look no further than the reactions to his segments and the social media buzz after them for evidence of that.

Other than a slight hiccup at Crown Jewel, fans have reacted well to everything WWE has booked for The Fiend. Unusual and definitely unexpected. As soon as the Funhouse segments started, older and more jaded fans would have already been waiting for Vince McMahon to eventually screw the gimmick up.

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Here we are more than six months later and well, we're still waiting. A new report from Wrestling Observer Newsletter would suggest that Wyatt/The Fiend is more popular now than ever before. WON reported this week that Wyatt is currently the top merch seller in the company. So not only is The Fiend benefitting him creatively, but he's also lining his pockets and filling his bank account.

Despite Wyatt's dark persona on TV right now, there's a lot of Fiend merch available on WWE Shop. T-shirts, mugs, blankets, even a Fiend-themed Christmas sweater. Plus, a Fiend mask and his hurt/heal gloves so that fans can dress up as WWE's resident monster themselves. As you might have guessed, or already know, some of that replica merch costs quite a lot of money. We wonder if Wyatt also gets a cut of the sales for replica Universal Titles while he's champion.

Wyatt and WWE will be riding The Fiend train for as long as they can, and we'll be right there alongside them. Wyatt has promised the introduction of a new character to his Funhouse cast tonight on SmackDown. Maybe it'll be another puppet, perhaps it'll be Sister Abigail taking human form, maybe being played by Liv Morgan. Whatever happens next, we're waiting with bated breath to see it.

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