Probably part of the Lo Mejor Del Oeste [The Best (Thing) of the West] series. This is the first and only real 'series' of figures Plastimarx produced. They did not produce a Fort Apache Fighters or Johnny West Adventures series. I've not seen an actual box yet for Gen Custer.
The Mexican Custer uses the same US Custer body and head mold. I have a couple of these and the body colors range from a light blue to a dark blue. I think there are 3 distinct color variations - Light Blue, Medium (Royal) Blue and a very Dark Blue, but I'm still researching these elusive figures.
The hair paint is typically a very yellow dirty blond color or a bright yellow and the lips are sometimes painted red. - ole George is rolling over about that ;-)
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Custer's Accessories are nearly indistiquishable from the early US ones. They were issued in the same colors and material but the soft set is often very soft and rubbery feeling.