Mattel, Inc. (NASDAQ: MAT) and WWE announced a multi-year global licensing agreement that will expand Mattel's WWE action figure portfolio to include Lucha Libre AAA Worldwide (AAA). The deal was announced at a joint panel at San Diego Comic-Con.

Beginning in fall 2027, Mattel will release a line of AAA action figures featuring characters from the Mexican lucha libre promotion, which was acquired by WWE in August 2025 in partnership with Mexico-based holding company Fillip. AAA was founded in 1992 by Antonio Peña and has operated as a family business for more than 30 years.

The initial product lineup will include figures of AAA wrestlers Psycho Clown, El Hijo del Viking, La Parka, and Mr. Iguana. To mark the announcement, Mattel Creations debuted a made-to-order Mr. Iguana action figure at San Diego Comic-Con, described as the first product in the new AAA collection.

Nick Karamanos, General Manager and Head of Entertainment Partnerships at Mattel, said: "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."

Abby Esrock, Vice President of Revenue at WWE, said: "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."

According to the press release, 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. Triplemanía 34 is scheduled to take place across two days in Mexico City and Las Vegas in September.

Mattel cited Circana data showing its WWE Elite Collection was the top-ranked action figure line in the U.S. by revenue in 2025. Additional details on the AAA figure line will be announced at a later date.