In 2007, Hasbro released a series of Ghost Rider action figures in conjunction with the first movie. Most of the series consisted of 6" super posable figures in the style of the company's Marvel Legends line, but the Ultimate Ghost Rider and Flame Cycle figure was a more detailed 12" piece done in the style of the more collector-oriented Marvel Legends Icons series.

Hot Toys also released an ultra-detailed Ghost Rider figure aimed at collectors.