Hiya Toys’ Fox Figure Ships the Same Year as Persona 6

Atlus and Hiya Toys unveiled a new 15.4 centimeter Fox figure from Persona 5 Royal on July 28, open for pre-order now ahead of a release window in the third quarter of 2027. Fox is the Phantom Thief codename for art student Yusuke Kitagawa, and the figure ships with a removable kitsune mask, a katana sized to scale and a swappable alternate face.

That release date lands inside the same general window leakers have attached to Persona 6 for months. A straightforward collectible reveal turns into a marker for how Atlus plans to carry Persona 5’s cast into the console generation built around its successor.

Built to Scale

“Fox is here to take your heart,” the official ATLUS West account confirmed the figure’s Q3 2027 window in a post announcing the reveal on July 28. The line borrows Persona 5’s own hook, a Phantom Thief mantra about stealing the hearts of corrupt adults, for a product pitch.

Fox stands 1/12 scale at 15.4 centimeters, dressed in his signature suit, blue gloves and white boots, with a fox-tail tassel finished through layered paint work. Hiya Toys opened pre-orders for the figure directly on its own storefront, ahead of any listing yet showing on third-party retail sites.

The accessory count is heavier than a first glance suggests. Fox comes packed with:

• A removable kitsune mask that swaps for an unmasked alternate face
• A second interchangeable face for a wider range of expressions
• A katana and scabbard sized to the figure’s scale
• A rifle accessory pulled from his in-game arsenal
• A posing arm and display stand built for mid-action shelf poses

Swapping the mask is the figure’s one genuine gimmick, letting collectors display Fox in or out of Phantom Thief disguise on the same shelf spot.

Hiya Toys Is Building the Whole Phantom Thieves Roster

Fox is not Hiya Toys’ first swing at this cast. Joker, the group’s leader, launched through the Exquisite Basic line in 2025 as a Previews Exclusive, complete with his cat companion Mona, four pairs of interchangeable hands and his own alternate masked face.

Since then the company has widened the collection. Oracle, Queen and the smaller support character Navi have each joined the same Persona 5 Royal Exquisite Basic catalog, sized between five and six inches and sold alongside Joker on Hiya Toys’ own site. Fox is the next name added to a roster the company is filling out one Phantom Thief at a time, rather than a standalone one-off tie-in.

Joker’s original run carried Diamond Comic Distributors’ Previews Exclusive tag, which limited early stock to specialty retailers before it spread wider. Early listings for Fox carry no such restriction, pointing to a broader retail rollout from the start.

Why Does Fox Ship the Same Year as Persona 6?

Hiya Toys set Fox’s release for the third quarter of 2027, the same general window leakers have pointed to for Persona 6. Atlus confirmed Persona 6 is real earlier this summer, though it has not confirmed a launch date, leaving the overlap unofficial but plausible.

Atlus ended months of speculation when it showed Persona 6 during a showcase built around returning Xbox exclusives like Halo and Gears at Microsoft’s Xbox Games Showcase. The reveal validated an earlier round of leaks rather than replacing them; Atlus showed the game exists without locking in when it ships.

Two separate leakers had already staked out the timeline. Leaker Extas1s claimed the game was feature complete but pushed internally to 2027, and a second leaker, lolilolailo, pointed to September 2027 specifically. Neither claim carries Atlus’s own confirmation, and the studio has stayed quiet on dates since the showcase.

If that leaked date holds, Fox and Persona 6 could reach customers within weeks of each other. A figure of a nine-year-old game’s supporting cast would land on shelves the same season a brand-new protagonist debuts, giving Atlus and Sega, its parent company, a way to keep Persona 5 merchandise visible right through the handoff instead of letting the line go quiet before the sequel takes over.

A Decade Later, Sales Keep Climbing

The bet only makes sense because Persona 5 has kept selling long past a normal shelf life. Persona 5 Royal launched in 2019 and moved 1.03 million copies in its first year; that number has since grown into a franchise anchor.

• 7.25 million cumulative copies of Persona 5 Royal sold, up from 1.03 million in its 2019 launch year
• 13 million units sold across the full Persona 5 series, including spinoffs, per Sega’s October 2025 integrated report
• 23 million-plus lifetime sales across the entire Persona franchise
• 11 years between the original Persona 5’s 2016 Japan debut and Fox’s Q3 2027 release

Independent tracking backs up the same climb. A sales tracker charting the series since its 2016 launch shows unit counts rising nearly every year rather than tailing off after release, the kind of pattern that makes a figure line spanning multiple characters and multiple years a reasonable commercial bet rather than a nostalgia gamble.

The Deposit Comes Due First

None of that erases the ask being made of collectors right now. Fox’s pre-order opened without a listed price, so buyers are committing to a purchase before knowing the final number. Past Hiya Toys pre-orders, including Joker’s, have run as deposit listings rather than full payment upfront, softening but not eliminating that risk.

The bigger issue is timing money against a busy calendar. Anyone reserving Fox today is locking in a purchase for a release more than a year out, in the same stretch of 2027 when Persona 6’s own marketing, and likely its own wave of merchandise, will be competing for the same collectors’ budgets and shelf space. A figure built to bridge two eras of the franchise still has to survive being sold into the noisiest part of one.

Figures Are Only One Front in Atlus’s Push

Merchandise is not the only place Atlus is extending Persona 5’s shelf life. A live-action adaptation moving through producer Story Kitchen at Netflix is working through its own development process on a separate timeline, another attempt to keep the 2016 game culturally present well into its second decade.

Fox’s own path is simpler to track. Pre-orders are live on Hiya Toys’ site now, the figure ships in the third quarter of 2027, and by then the industry will likely know whether Persona 6 arrives in the same window or slips past it.

Frequently Asked Questions

Is Fox the first Persona 5 Royal figure Hiya Toys has made?

No. Joker launched through the same Exquisite Basic line in 2025 as a Previews Exclusive, a distribution tag that limited early stock to specialty retailers before wider availability followed. Oracle, Queen and Navi have joined the catalog since, making Fox the latest of several rather than a standalone release.

Will pre-ordering the Fox figure require full payment upfront?

Hiya Toys’ prior Persona 5 pre-orders, including Joker’s, have been sold as deposit listings rather than charging the full price at reservation, based on how those figures were listed at retail. Fox’s own checkout terms will depend on which storefront a buyer uses.

How much will the Fox figure cost?

Hiya Toys has not published a price for Fox. Joker, the closest comparison in the same line and scale, launched at $49.99 in 2025, which gives collectors a rough benchmark rather than a confirmed number.

Where can collectors pre-order Fox once it is live?

Pre-orders are open now directly through Hiya Toys’ own website. Joker eventually appeared through GameStop, BigBadToyStore and Entertainment Earth alongside the direct listing, so wider retail availability for Fox is likely as the release date gets closer.

What does Exquisite Basic mean versus Hiya Toys’ other figure lines?

Exquisite Basic is Hiya Toys’ roughly 1/12 scale, six-inch tier, used for the Persona 5 Royal cast. It sits apart from the company’s smaller Exquisite Mini line, a 1/18 scale format built for its long-running Alien and Predator figures.