Cookie Jar in Mexican Wrestling Deal

BURBANK: As part of its efforts to expand into prime-time programming, Cookie Jar Entertainment has become the North American licensing agent and programming distributor for Lucha Libre USA and the Lucha Libre AAA league.

Lucha Libre is a sensation in Mexico and Cookie Jar is hoping to replicate that success in the U.S. Cookie Jar will distribute the first English-language Lucha Libre AAA television series in the U.S. under its new prime-time label, THE JAR. Cookie Jar is also set to have consumer products at retail beginning in 2010, including action figures, apparel, books, back-to-school and novelty/collectibles. The company will initially target the growing Hispanic population as well as Lucha Libre AAA’s existing fan base in the U.S. Cookie Jar will then expand to the North American wrestling market.

“Cookie Jar is thrilled to represent Lucha Libre AAA, an exciting property with unlimited growth potential in North America,” said Kirk Bloomgarden, the executive VP of worldwide consumer products and marketing. “As the content strategist, brand planner, licensing agent and distributor, Cookie Jar will help make Lucha Libre AAA the next major wrestling brand in North America.”