AEW x Jazwares (2020–2026): The Rise and Fall – What Comes Next?
From the 2020 launch of Unrivaled Collection to the premium Supreme line and rare chase variants, this article breaks down the full AEW x Jazwares action figure run — and examines why 2026 could mark the end of the partnership and what that means for collectors moving forward.
When AEW launched nationally in 2019, a toy line quickly followed. In 2020, Jazwares introduced the Unrivaled Collection, marking the official debut of AEW action figures at retail. For a new wrestling promotion, this was a major statement — a fully supported, mass-market line from day one.
Series 1 of Unrivaled Collection set the tone: realistic sculpts, updated articulation and authentic ring gear accurate to early AEW television appearances. Typically, each wave would consist of six figures, establishing a consistent retail format.
Alongside the figures, Jazwares released multiple ring playsets:
A basic scaled ring
A “real scale” ring designed for more authentic display and play
Variations bundled with exclusive figures
Retail exclusives were also introduced early, giving major chains their own versions or character variants.
In 2021, Jazwares expanded the line with Unmatched Collection, which alternated waves with Unrivaled while maintaining the same scale and core design.
The two lines were distinguished visually:
Unrivaled featured gold foil packaging accents
Unmatched featured silver foil accents
The packaging style itself drew inspiration from the classic boxed presentation of the Jakks Pacific WWF Classic Superstars line. That connection is no coincidence.
Jeremy Padawer, a key driving force behind the Jazwares AEW line, was instrumental in launching WWF Classic Superstars at Jakks — a line that reshaped the collector market by introducing a focused Legends format. The DNA of that presentation carried into AEW: bold card art, collector-driven aesthetics and packaging that felt premium rather than toyetic.
Within the Unmatched Collection, Jazwares briefly included LJN-style throwback figures, recreating the rubber-style aesthetic of the 1980s.
Interestingly, the LJN concept has since resurfaced under the Mattel WWE licence, where retro-inspired LJN-style figures now sit alongside modern releases — showing how influential that vintage format remains.
The arrival of Sting in AEW was a defining moment not just for the company, but for the Jazwares action figure line. As one of the most iconic names in wrestling history, Sting instantly became a cornerstone character within the range. Multiple versions were produced across Unrivaled, Unmatched and Supreme, capturing different eras of his look — from classic face paint designs to his darker, cinematic presentation during his AEW run.
For collectors, Sting brought immediate legacy value. His inclusion elevated the credibility of the line, blending modern AEW talent with true wrestling icon status. Several of his releases were positioned as premium or highly sought-after editions, reinforcing his importance both on-screen and on the shelves.
Unmatched also introduced the “Luminaries” sub-segment — typically legends — packaged with blue foil detailing to separate them from standard waves.
Over time, additional retailer-specific foil colours appeared, including red, purple and orange.
Each standard wave also included collector chase tiers:
Rare Edition (3,000 units)
Chase Edition (5,000 units)
These variants featured alternate gear or deco and were marked with foil stickers on the packaging, further gamifying the hunt for collectors.
When the line launched, former Mattel WWE designer Magic Olmos moved to Jazwares to help design AEW figures. His experience with WWE’s modern articulation systems clearly influenced the early AEW output. In recent years, Olmos has since returned to Mattel, marking a notable behind-the-scenes shift between the two competing wrestling toy lines.
In 2022, Jazwares elevated the brand with the introduction of the Supreme Collection.
This premium sub-line featured:
Enhanced articulation
Multiple head sculpts
Entrance gear
Premium packaging
Each series typically included two figures, positioning Supreme as AEW’s answer to high-end collector formats already established in the wrestling figure market.
One of the most significant exclusives AEW secured was the merchandise deal with Owen Hart. Under Jazwares, Owen Hart action figures were produced — something WWE had not been able to do following his tragic death and the legal disputes that followed.
For collectors, this was historic. It marked the first time in decades that new Owen Hart figures were widely available at retail.
As of 2026, the partnership between Jazwares and AEW appears to be reaching its conclusion. No major new waves are scheduled for a global rollout. Remaining stock is expected to filter through select retailers rather than launch as coordinated international releases.
If this marks the end of the Jazwares era, it closes a six-year run that established AEW as a legitimate player in the wrestling figure space — complete with alternating collector lines, chase tiers, premium sub-lines and retail exclusives.
The bigger question now is: what comes next for AEW action figures?
Whatever happens next, the Jazwares run from 2020 to 2026 will stand as a defining chapter in modern wrestling figure history.
Don’t stop here — check out our full range of WWE figures, retro releases, and exclusive collector’s editions to complete your collection.
AEW x Jazwares (2020–2026): The Rise and Fall – What Comes Next?
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