Mattel and Lucha Libre AAA Announce Worldwide Licensing Deal for New Action Figures

Mattel and Lucha Libre AAA are teaming up for a new worldwide licensing partnership that will bring AAA action figures to collectors beginning in fall 2027.

Mattel, WWE and Lucha Libre AAA announced the multi-year global licensing agreement during a joint San Diego Comic-Con panel. The deal expands Mattel’s WWE portfolio to include Lucha Libre AAA Worldwide, one of Mexico’s most iconic lucha libre promotions.

The new line will feature AAA action figures inspired by the promotion’s stars, masks, costumes and storytelling. Mattel said the collection will bring the energy of lucha libre to fans of all ages and appeal to longtime collectors and the lucha libre community.

The collection will feature some of AAA’s most recognizable talent, including Psycho Clown, El Hijo del Viking, La Parka and Mr. Iguana.

To commemorate the announcement, Mattel Creations will debut a made-to-order Mr. Iguana action figure at San Diego Comic-Con. Mattel said the figure marks the first product in the new AAA collection.

Nick Karamanos, General Manager and Head of Entertainment Partnerships, Action Figures and Preschool Entertainment, said Mattel’s partnership with WWE has been an incredible collaboration and called AAA the next chapter.

“For generations, AAA has entertained audiences with its unforgettable characters, signature masks, and rich lucha libre tradition, and we can’t wait to bring that energy to collectors around the world,” Karamanos said in the release.

Abby Esrock, Vice President, Revenue, at WWE, said AAA has built a highly engaged fanbase across Latin America and beyond.

“This collaboration marks an exciting new chapter as we expand WWE’s collectibles portfolio and bring AAA’s iconic stars into Mattel’s industry-leading action figure line,” Esrock said.

Mattel said the new collection will celebrate AAA’s style while expanding the company’s portfolio beyond WWE. The release also noted that Mattel’s WWE Elite Collection was the No. 1 ranked action figure in 2025, citing Circana retail tracking data for the U.S. action figures and accessories supercategory.

AAA was founded in 1992 by Antonio Peña and has operated for more than 30 years. The release noted that Eddie Guerrero, Rey Mysterio and Penta are among the talents who have called AAA home during their careers.

WWE announced its acquisition of AAA in August 2025 in partnership with Mexico-based sports and entertainment holding company Fillip.

The release also noted AAA’s recent growth, including the Mask vs. Mask main event at Noche de Los Grandes and the announcement that Triplemanía 34 will take place over two days from Mexico City and Las Vegas this September. The last Triplemanía broadcast in August 2025 drew more than 4.3 million views within 24 hours and peaked at 614,000 concurrent live viewers.

Mattel said additional details on the AAA figure line, including future products and availability, will be announced later.