WWE AAA New Worldwide Partnership Confirmed

Published: Jul 24, 2026 by Dave Adamson | Last Updated: Jul 24, 2026 by Dave Adamson

Dave has been a website writer for WrestleTalk since October 2022, having previously written for Den of Geek, among a number of wrestling, movie and television-related sites. Dave has been around the independent wrestling scene for more than a decade, including behind-the-scenes.

WWE

WWE have announced a new worldwide partnership that will see stars of Lucha Libre AAA immortalized.

Having acquired AAA over WrestleMania 41 weekend last year, WWE have continued to showcase the Mexico-based promotion via its own regular show and crossovers with NXT, Raw and SmackDown.

The relationship is set to broaden, with a recent WWE press release confirming a worldwide partnership with Mattel that will see AAA stars in action figure form.

Per the press release dated July 23:

MATTEL AND LUCHA LIBRE AAA® ANNOUNCE WORLDWIDE LICENSING PARTNERSHIP

EL SEGUNDO, Calif., July 23, 2026 — Mattel, Inc. (Nasdaq: MAT), a leading global play and family entertainment company, and WWE, the global leader in sports entertainment, today announced a new multi-year global licensing agreement at their joint San Diego Comic-Con panel that expands Mattel’s WWE portfolio to include Lucha Libre AAA Worldwide (AAA), one of Mexico’s most iconic and influential lucha libre promotions. This deal reinforces Mattel’s position as the home of WWE action figures and toys for fans worldwide.

Beginning Fall 2027, Mattel will launch an all-new line of AAA action figures inspired by the promotion’s legendary stars, iconic masks, and vibrant storytelling, bringing the excitement of lucha libre to fans of all ages. Known for their distinctive masks, costumes, and larger-than-life personas, AAA’s characters are made for collectability, appealing to longtime collectors and the lucha libre community. The new collection will celebrate AAA’s iconic style while expanding Mattel’s portfolio beyond WWE, creating new opportunities to connect with the world of sports entertainment. Mattel’s WWE Elite Collection was the #1 ranked action figure in 2025*.

Nick Karamanos, General Manager & Head of Entertainment Partnerships, Action Figures and Preschool Entertainment, said: “Our partnership with WWE has been an incredible collaboration, and bringing AAA into the fold is the next exciting 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.”

Founded in 1992 by Antonio Peña, AAA has been a family-operated business for more than 30 years, with some of the greatest talent in lucha libre history, including Eddie Guerrero, Rey Mysterio and Penta, calling AAA home throughout their careers. In August 2025, WWE announced its acquisition of AAA in partnership with Mexico-based sports and entertainment holding company, Fillip.

Abby Esrock, Vice President, Revenue, at WWE, said: “As a cornerstone of Mexico’s lucha libre culture, AAA has built a highly engaged fanbase across Latin America and beyond. This collaboration marks an exciting new chapter as we expand WWE’s collectables portfolio and bring AAA’s iconic stars into Mattel’s industry-leading action figure line.”

The collection will feature some of AAA’s most recognizable talent including Psycho Clown, El Hijo del Viking, La Parka, and Mr. Iguana, whose colorful personality and signature iguana companion make him a standout addition to the line. To commemorate the announcement, Mattel Creations will debut a made-to-order Mr. Iguana action figure at San Diego Comic-Con, marking the first product in the new AAA collection.

AAA’s continued growth reflects its expanding global reach and increasing fan demand. Recent milestones include the critically acclaimed 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 attracted more than 4.3 million views within 24 hours and peaked at 614,000 concurrent live viewers, highlighting the strength of AAA’s worldwide audience.

Additional details on the AAA figure line, including future products and availability, will be announced at a later date.

With WrestleMania 43 taking place in Saudi Arabia, a watch party being held in New York will see AAA Eternal Glory and NXT Stand & Deliver taking place at the Infosys Theater at Madison Square Garden.

Time To Collect ‘Em All

For wrestling action figure fans, official AAA action figures no doubt add another layer to the desire to grow a collection.

Action figures have come a long way since being the “pocket money” purchase of the 1980s, with modern iterations featuring photo-realistic representations of the stars in question, let alone interchangeable elements, such as hands and accessories.

Under WWE ownership, AAA has seen an influx of main roster stars, while remaining true to the very essence of Lucha Libre on which the promotion was built. An opportunity exists for Mattel to create AAA-themed versions of the likes of Damian Priest, Dominik Mysterio and Nattie, while delivering first-time figures of many of the promotion’s homegrown stars.

For some fans, the figures will forever remain in their packaging, taking pride of place alongside replica championships and other high-quality merchandise.

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