Lucha Libre Action Figures

Mattel Expanded Its WWE Deal to Include Lucha Libre AAA

Mattel and WWE announced a new multi-year global licensing agreement expanding Mattel's WWE portfolio to include Lucha Libre AAA Worldwide. The 'Mattel Lucha Libre AAA' collection will launch in fall 2027 and feature stars including Psycho Clown, El Hijo del Viking and Mr. Iguana. The figures will highlight AAA's signature masks, costumes and larger-than-life characters, extending Mattel's action figure business beyond WWE after the Mattel WWE Elite Collection ranked as the No. 1 action figure line in 2025.

Founded in 1992, AAA has remained family-operated for more than 30 years, while lucha libre legends including Eddie Guerrero and Rey Mysterio have competed under its banner. The partnership gives Mattel access to a distinctive wrestling tradition with an established international fan base.

Mattel shows how licensing partnerships rooted in culturally significant sports entertainment can help collectible toy brands diversify their portfolios while reaching deeply loyal fan communities.

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