RFK Jr. Promotes MAHA With Action Figure of Himself - Newsweek

Health Secretary Robert F. Kennedy Jr. has deployed a new strategy to promote the Make America Healthy Again (MAHA) movement—an action figure of himself.

In a video shared to X that has fast amassed over 2 million views, Kennedy casts himself as a hero in a classic superhero style skit, which shows a monster figurine of chronic disease, and a figure of President Donald Trump calling on Kennedy, who encourages viewers to “flip the food pyramid.”

Why It Matters

Kennedy, America's top health official, has consistently made headlines for his unconventional views and tactics both in his current role within the Trump administration and his independent presidential campaign.

He has consistently vowed to reimagine national health standards with major policy overhauls that he says have negatively plagued countless Americans over the years.

What To Know

The video begins with an explosion, before cutting to the Kennedy action figure, then quickly pans to the chronic disease monster.

“With chronic disease running rampant, President Trump is sending one man,” a voice says, cutting to an action figure of Trump inside a replica of the Oval Office.

Then the video shows a child crying, eating their lunch with the voice stating, “Watch out, red 40 is in your kids’ lunch.”

The Kennedy action figure then drinks whole milk, and the voiceover encourages viewers to “increase your strength with real whole milk."

The Kennedy action figure then flips over a pyramid, in a nod to new dietary guidelines from the U.S. government that were released in January.

Those new guidelines call for a return to "whole, nutrient-dense foods," and show a new, flipped over food pyramid, which places places proteins—including red meats, chicken, fish, eggs, and dairy products such as whole milk, yogurt, and cheese—at the top, alongside vegetables, fruits, and healthy fats like olive oil and avocados. Seeds and whole grains form the base.

That guidance warns that chronic disease linked to poor diet is driving nearly 90 percent of U.S. health care spending.

The video also nods to another recent and unconventional marketing technique employed by Kennedy to advance the MAHA movement.

The action figure video comes a week after Kennedy and the musician Kid Rock appeared shirtless together in a workout video where they encouraged people to “GET ACTIVE + EAT REAL FOOD.” That video, which was widely mocked online, saw the two men appear in a sauna together. Kennedy, at one point, submerges himself in what appears to be an ice bath, while wearing jeans, a detail which raised eyebrows online.

In the action figure video, the Kennedy action figure dives into a river to save a bird, wearing what is described as “waterproof jeans.”

The video then advertises a limited-edition figure of the former professional boxer and convicted rapist, Mike Tyson, who encourages viewers to “Eat real food or else.”

Details about where to purchase the action figures are not clear in the video, which has seen a mixed response online.

What People Are Saying

Social media user @yayathehun, in a post where she reshared Kennedy’s video on X, viewed 1.3 million times: “WHAT THE F*** IS GOING ON!!!!!!!”

Social media user @KimBoyl15390, in a post viewed 16,000 times: “Seriously, these are destined to be collectibles and would sell like crazy. Portion of proceeds to support programs? Where is the pre-order list?”

Social media user @TheMaineWonk, in a post on X viewed over 250,000 times: “What the f*** is this?”

Social media user @shakyoldbones, in a post on X: “Let me know when they’re for real. I want an unopened set for my 8 month old grandson. Seriously!”

What Happens Next

Whether these action figures will be made available to the public and how they may be priced remains to be seen.