For the dedicated wrestling collector, the thrill isn’t just in the match—it is in the tangible legacy of the sport. The act of curated displays and the hunt for a rare variant are rituals as old as the industry itself. However, those rituals were thrown into chaos this week following reports that the partnership between All Elite Wrestling (AEW) and toy manufacturer Jazwares has come to an abrupt and quiet end.
The news first surfaced via Kyle Peterson, a respected figure in the wrestling collectibles community, who reported in a recent video that the entire AEW-dedicated team at Jazwares was laid off on Friday. While the corporate silence from both the promotion and the toy company remains absolute, the sudden removal of the specialized staff suggests a systemic collapse of the working relationship rather than a routine restructuring.
This development marks a significant pivot for AEW. Since its inception, the promotion has sought to challenge the established order of professional wrestling, not just in the ring, but in the retail aisles. By partnering with Jazwares, AEW attempted to carve out a distinct identity in a market long dominated by the WWE-Mattel juggernaut. The loss of this partnership leaves a void in the company’s merchandising strategy at a time when the brand is still fighting for consistent global retail footprints.
The Rise and Fall of the Unrivaled Era
The collaboration between AEW and Jazwares began in February 2020 with the launch of the “Unrivaled” collection. At the time, the announcement was viewed as a critical victory for AEW. For a promotion that positions itself as the “alternative” to the corporate machine, having a high-quality, articulated figure line was essential for brand legitimacy and fan engagement.
Over the course of nearly five years, the partnership evolved beyond basic action figures. Jazwares expanded the offering into several distinct tiers to satisfy different segments of the market. The “Vault” series catered to the high-end collector with premium detailing, while the “Supreme” and “Unmatched” lines offered varying levels of accessibility and scale. This tiered approach was designed to mirror the growth of the AEW roster, which expanded rapidly from a handful of established stars to a massive international ensemble.
Throughout this period, the Unrivaled line was praised for its attention to detail and its willingness to produce figures of mid-card talent and women’s division stars who were often overlooked by other toy manufacturers. This commitment to the full roster helped build a loyal following among “completionist” collectors who sought to recreate the entirety of the AEW landscape on their shelves.
The “Lost” Collection: Figures in Limbo
The most immediate and visceral impact of these layoffs is felt by the collectors awaiting specific releases. In the world of toy manufacturing, there is a precarious gap between a prototype being announced and a finished product hitting the shipping containers. When a dedicated team is dismantled, the figures currently in that “limbo” phase often never see the light of day.
According to data from the WrestlingFigureDatabase, several highly anticipated figures were in various stages of development and are now unlikely to be released under the Jazwares banner. This includes a specific series of “Unrivaled” figures that fans had already begun to track and pre-order in their minds.
| Wrestler | Collection/Series | Status |
|---|---|---|
| Matt Hardy | Unrivaled Series 13 | Unreleased |
| Chuck Taylor | Unrivaled Series 14 | Unreleased |
| Jade Cargill | Unrivaled Series 15 | Unreleased |
| PAC | Unrivaled Series 15 | Unreleased |
| CM Punk | Unrivaled Series 4 | Unreleased |
The inclusion of CM Punk on the unreleased list is particularly noteworthy. Given Punk’s complex history with the promotion—including his departure and subsequent return—the timing of his figure’s production has always been a point of contention and curiosity for fans. The likelihood of these figures surfacing now seems slim, as the intellectual property and the molds typically remain with the manufacturer or are tied to the specific contract that has now seemingly expired.
The Broader Implications for AEW Merchandising
The end of the Jazwares era raises a critical question: where does AEW go from here? In professional wrestling, toys are more than just playthings. they are a primary driver of “brand permanence.” When a child or a collector buys a figure, they are investing in the longevity of that character.
The loss of a toy partner can be interpreted in two ways. On one hand, it may signal a struggle to maintain profitability in a tightening retail market where “big box” stores are reducing the shelf space allocated to action figures. It could be a strategic move by AEW to seek a partner with greater distribution power or a more modern approach to licensing.
For the athletes themselves, the lack of a toy line is a missed opportunity for supplemental income and visibility. Figures of stars like Jade Cargill and PAC serve as marketing tools that extend their reach beyond the television screen and into the hands of a younger demographic. Without a replacement partner, AEW risks losing ground in the crucial “lifestyle” aspect of sports entertainment.
As of this writing, neither All Elite Wrestling nor Jazwares has issued a formal statement regarding the layoffs or the status of their licensing agreement. The absence of a denial suggests that the reports of the partnership’s end are accurate, though the specific terms of the split remain confidential.
The next critical checkpoint for fans and industry analysts will be the upcoming quarterly financial reports or official press releases from AEW regarding their 2025 merchandising strategy. Until then, the fate of the remaining Unrivaled prototypes remains uncertain.
Do you collect AEW figures? Which unreleased character are you most disappointed to miss? Share your thoughts in the comments below.
