If you've been eyeing those gorgeous but wallet-crushing Tears of the Kingdom figma figures from Good Smile Company, here's some good news: Hasbro is stepping into Hyrule with a line of its own, and the price tag is a fraction of what you'd pay for the import alternatives. The catch? You'll be waiting until May 2027 to get your hands on them.
The Announcement
At 5pm PT/8pm ET on July 22, 2026, Hasbro Pulse and its Amazon storefront will open pre-orders for three figures based on Link, Zelda, and Ganondorf from The Legend of Zelda: Tears of the Kingdom. Link and Zelda will each run you $27.99, while the Demon King himself comes in at $42.99. All three are expected to ship on May 1, 2027.
You'll also be able to see them in person at San Diego Comic Con between July 23–26, 2026, which is a smart move—nothing sells a figure like getting it in hand. Link and Zelda stand about six inches tall, while Ganondorf towers over them at seven and a half inches. All three are articulated for posing, which is always welcome in this price range.
Accessories and Limitations
Each figure comes with one extra hand part. Zelda gets a right hand that can hold the Decayed Master Sword she includes. Link gets an extra right hand for gripping his Master Sword or Hylian shield. Ganondorf has a spare right hand for his Gloom Sword. That's it for extras—no alternate face plates, no extra weapons, no stands.
That's a notable contrast with the Good Smile Company figma versions, which typically start at $100 and come loaded with face plates, multiple weapons, and accessories. One DX Edition of Link even included every weapon type he can use in the game, a removable cape, and a glider. Hasbro's approach is clearly aimed at a different buyer: someone who wants a solid, affordable figure without the premium price and import hassle.
Why Now?
The timing makes sense. Tears of the Kingdom remains one of the biggest games on the Switch and Switch 2, and Hasbro has been expanding its presence in the video game collectibles space. The company has produced figures for Activision franchises like Overwatch and Call of Duty, as well as lines for Aloy from Horizon. Adding Zelda to that roster is a natural next step.
SDCC is the perfect launchpad. The convention crowd is exactly the audience that will appreciate seeing the articulation and paint apps in person before committing to a pre-order that won't ship for nearly a year.
The Broader Trend
This isn't just about Zelda figures. We're seeing a shift in how collectibles are produced and sold. The traditional model of expensive, limited-run imports is being challenged by mass-market lines that prioritize affordability and availability. Hasbro's distribution muscle means these figures will be easier to find than the figma versions, which often require importing from Japan or paying a premium on the secondary market.
There's also the AI angle in figure design and manufacturing. While Hasbro hasn't confirmed any AI involvement in these figures, the broader industry is exploring how machine learning can optimize sculpting, paint application, and supply chain logistics. It's something to watch as figure prices continue to climb across the board.
The Skeptic's Take
Let's be honest: no extra face plates is a bummer. For a line that's aiming at collectors, the inability to change expressions limits display options. The figma versions, for all their cost, offer multiple faces that let you capture different moods and scenes. Hasbro's figures will look great in one pose, but you won't be recreating that moment when Link first descends into the Depths with a terrified expression.
The long wait is also a factor. Pre-ordering something that ships nearly a year later requires a certain leap of faith. By May 2027, will you still be as excited about these figures? Will Tears of the Kingdom still be top of mind? For dedicated collectors, the answer is probably yes. For casual fans, it might be a harder sell.
What Comes Next
If these three figures sell well, expect Hasbro to expand the line. There are plenty of characters from Tears of the Kingdom that could use the action figure treatment—Mineru, Rauru, the sages, even a Bokoblin or two. The real question is whether Hasbro will add more accessories and face plates in future waves, or if this spartan approach is the new standard.
For now, the July 22 pre-order window is your shot. Set a reminder, bookmark the Hasbro Pulse page, and decide whether the $28 price point is worth the wait. If you've been holding out for a more affordable alternative to those $100 figma figures, this might be exactly what you've been waiting for.
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