The purpose of this study is to investigate the variations of rheological and magnetic properties with powder loading in plastic anisotropic ferrite magnets. The measured relative viscosities with powder loading were compared with the calculated ones. The variation of relative viscosities with powder loading was in good agreement with that of particle alignment. Remanent flux density and maximum energy product increased linearly with the increase of powder loading, and then showed maximum values. The decrease of magnetic properties at high powder loading was caused by rapid decrease of particle alignment due to the drastic increase of mixture viscosity. The powder loading for maximum magnetic properties is dependent on magnetic field during injection molding and melt viscosity of binder, so the binder with low melt viscosity is necessary to fabricate the magnet with high properties.