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.
Lucha Libre Action Figures
Mattel Expanded Its WWE Deal to Include Lucha Libre AAA
Trend Themes
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Cultural Collectible Licensing — Toy brands are expanding beyond mainstream franchises by translating culturally specific entertainment properties into collectible products with built-in fan loyalty.
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Masked Character Merchandising — Distinctive costumes, masks and personas create premium design space for figures that emphasize identity, storytelling and display value.
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Global Wrestling Fandom — International sports entertainment audiences offer collectible makers a scalable path to portfolio diversification through regionally beloved stars and traditions.
Industry Implications
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Toy Manufacturing — Collectible figure producers can use niche entertainment licenses to refresh product lines and reduce dependence on a small set of legacy franchises.
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Sports Entertainment — Wrestling organizations with strong cultural heritage gain new commercial reach when their athletes and characters become globally distributed merchandise.
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Licensing and Merchandising — Cross-border IP partnerships are creating higher-value opportunities around fan communities that combine nostalgia, identity and recurring character releases.