WWE Rumors: Top Superstar dethrones Becky Lynch as the company's #1 merchandise seller 

WWE has a new #1 merchandise seller and it is none other than Bray Wyatt himself.

Dave Meltzer reported in the Wrestling Observer Newsletter that the Universal Champion is now the top merch seller in the company.

As reported in March by Fightful's Sean Ross Sapp, Becky Lynch was previously at the top spot owing to the popularity of her 'The Man' gimmick.

However, that was at a time when Wyatt was still on a hiatus and had not introduced his Fiend avatar.

Bray Wyatt made his TV return in April earlier this year as part of the Firefly Funhouse segments. The segments got increasingly sinister with each passing week until Wyatt eventually unleashed The Fiend character.

Wyatt's new alter-ego has received rave reviews and the fans are now firmly behind the former Wyatt Family member.

The Fiend reached the pinnacle on SmackDown by becoming the WWE Universal Champion at Crown Jewel and he has already successfully defended the title once against Daniel Bryan at Survivor Series.

Wyatt's dark new character is one of the best aspects of WWE programming at the moment and the company realizes the monetary and marketing potential in the gimmick.

WWE has aggressively pushed all the new merchandise options of The Fiend and it has indeed paid dividends.

WWE needed a massive merchandise push as the company recorded a 16% decline in online sales in the Q3 report. Wyatt, however, is expected to be given a run for his money to maintain his top spot as Lynch's merchandise sales figures are still quite impressive.

The WWE Universal Champion is expected to be pushed heavily as we enter WrestleMania season and as long as the company books him right, we will continue to be in The Fiend era for the foreseeable future.