Finding a decent Erick Rowan action figure used to be a casual Sunday afternoon task for wrestling fans. You’d stroll into a Target or a Kmart back in 2014, see that creepy sheep mask staring back at you from the pegs, and maybe grab it if you were building the original Wyatt Family.
Now? It's a completely different game.
Ever since his return to WWE as part of the Wyatt Sicks, the demand for "Big Red" memorabilia has gone through the roof. Collectors who slept on his older releases are suddenly scrambling to find them. If you've looked at eBay lately, you've probably noticed that the prices aren't exactly "bargain bin" anymore. People want a piece of that legacy, especially the stuff that connects back to Bray Wyatt and Brodie Lee (Luke Harper).
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The Elite 29 Factor: Why It’s the Gold Standard
If you're serious about your shelf, you know the Erick Rowan action figure from Mattel Elite Series 29 is the big one. Honestly, it’s one of those figures that Mattel just nailed.
It came with the iconic sheep mask and a rocking chair. That rocking chair is the "holy grail" accessory for Wyatt Family displays. Because the chair was made of several plastic pieces that could snap if a kid played too rough, finding one today that isn't broken or missing a leg is surprisingly tough.
I've seen these go for anywhere between $90 and $120 in the original box. Even loose, if it’s complete with the mask and the chair, you’re looking at a $70 investment. It’s not just a toy at that point; it’s a centerpiece. The scan on the face—back before "True FX" tech was even a thing—was remarkably accurate to Rowan's look during that 2013-2014 run.
Don't Sleep on the Bludgeon Brothers Era
After the Wyatt Family split (the first time, anyway), we got the Bludgeon Brothers. This gave us the Elite Series 66 Erick Rowan action figure.
This one is a total departure.
- The Look: Hammer in hand, red and black leather-look gear.
- The Vibe: Much more aggressive, less "backwoods cult" and more "Norse apocalypse."
- The Rarity: It’s getting harder to find because it was released right as the tag team was peaking before injuries derailed them.
The Elite 66 figure often gets paired with the matching Luke Harper on the secondary market. If you can find the duo together, buy them. Individually, Rowan usually hovers around $45 to $60. It’s a beefy figure. It feels heavy in your hand, which is exactly how a 6'8" powerhouse should feel.
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The 2026 Resurgence: The Wyatt Sicks 3-Pack
Here is where things get interesting for current hunters. In 2026, Mattel dropped the Walmart Exclusive Wyatt Sicks 3-pack. It features Uncle Howdy, Nikki Cross, and a brand-new Erick Rowan action figure reflecting his modern, darker aesthetic.
This release changed the market.
Suddenly, those who missed the 2011-2014 era had a way to get a high-quality Rowan without paying triple digits. However, the "Wyatt Sicks" version is stylistically very different. It’s got more intricate tattoos and a grittier facial sculpt. For the completionist, it doesn't replace the Elite 29 version; it just adds another chapter to the shelf.
What Most People Get Wrong About "Basics"
You’ll see a lot of "Basic" series Rowan figures on eBay for $15 or $20. Specifically Series 57 or Series 111.
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A lot of people think these are just "cheap versions," but there’s a nuance here. The Series 111 figure is actually a solid stand-in if you just want the look without the $100 price tag. You lose the "Elite" articulation—meaning no ab-crunch and limited ankle movement—but the head sculpt is actually decent.
Just a heads up: the Basic Series 57 version has him in black gear, which is cool, but it lacks the presence of his jumpsuit looks. If you're a photographer or a "pic fed" enthusiast, you're going to want the Elite. The way the joints work on the Elites allows for those menacing, lumbering poses that Rowan is known for. The Basics just... stand there.
Spotting a Fake or a "Franken-figure"
With prices rising, you've gotta be careful. I've started seeing more "customs" being sold as official releases.
Rowan figures are easy to fake because he wears a lot of generic jumpsuits. Someone might take a cheap Basic body, pop an Elite head on it, and try to sell it for $80.
- Check the Joints: If it doesn't have a waist swivel and an ab-crunch, it’s not an Elite.
- The Mask: The official sheep mask has specific strap detailing. Knock-offs usually look "soft" or have sloppy paint.
- The Box: Series 29 has very specific blue and white packaging. If the font looks slightly off or the cardboard feels thin, stay away.
Why We Keep Collecting Him
Basically, Erick Rowan represents a specific era of wrestling storytelling that felt "prestige." The Wyatt Family wasn't just another group; they were a vibe.
When you hold that Elite 29 figure, you aren't just holding plastic. You're holding a memory of those lights going out, the fireflies appearing in the crowd, and that slow, creeping walk to the ring.
Actionable Tips for Your Hunt:
- Check Mercari and Local Cons: Everyone checks eBay. Mercari often has "mom and pop" sellers who just want to clear out an old toy box and don't know the Elite 29 chair is worth $30 on its own.
- Prioritize the Accessories: A Rowan without a mask is basically just a guy in a jumpsuit. Always make sure the mask is included, as buying it separately is a nightmare.
- Watch the 2026 Restocks: The Wyatt Sicks 3-pack is a Walmart Exclusive. These tend to ship in waves. If you see it out of stock, wait a month before hitting the resellers.
The market for the Erick Rowan action figure isn't going to cool down anytime soon. As long as the Wyatt Sicks storyline continues to dominate WWE TV, "Big Red" is going to be a high-ticket item for anyone trying to complete their collection of wrestling's most mysterious family.