Mattel, WWE ink multi-year AAA licensing deal

Mattel and WWE announced a multi-year global licensing agreement to add Lucha Libre AAA Worldwide (AAA) to Mattel’s WWE portfolio, expanding the company’s toy lineup beyond WWE. Beginning Fall 2027, Mattel will launch an all-new line of AAA action figures inspired by AAA’s stars, masks, and storytelling to appeal to collectors and lucha libre fans worldwide. The deal reinforces Mattel’s position as the home of WWE action figures while broadening its reach into AAA’s iconic character roster. The announcement follows WWE’s 2025 acquisition of AAA, a development that aligns Mattel with the expanded sports-entertainment portfolio. Nick Karamanos highlighted the collaboration as the next exciting chapter, emphasizing AAA’s signature masks and cultural legacy. AAA’s talent, including figures associated with Eddie Guerrero, Rey Mysterio, and Penta, underscores the deal’s potential to broaden Mattel’s leadership in action figures.