Mattel Unveils New "Kpop Demon Hunters" Merchandise Lineup
Mattel has unveiled a fresh collection of merchandise for the popular "Kpop Demon Hunters" franchise, building on its role as an official toy licensee alongside Hasbro. This new release features seven distinct collectible figures of the Huntr/x team members, including interactive singing dolls that perform the song "Golden." Additionally, the collection includes Jina from Saja Boys in his "Soda Pop" attire, and Rumi and Mira figures showcasing their "How It's Done" performance outfits, complete with their signature sword accessories. Enthusiasts can also look forward to a set of 4-inch vinyl figures accompanied by exclusive collector cards.
Earlier in the year, both Mattel and Hasbro presented their initial "Kpop Demon Hunters" product ranges at the Nuremberg Toy Fair, providing a glimpse into an extensive array of dolls, action figures, role-play items, and games slated for release throughout 2026. This significant merchandising effort highlights the franchise's rapid ascent into a global phenomenon for Netflix and Sony Pictures Animation. Mattel's broader product line extends to an American Girl "Kpop Demon Hunters" collection, now available for pre-order, featuring individual dolls styled after the Huntr/x trio's on-screen appearances. The assortment further encompasses fashion dolls reflecting various character costumes, singing dolls, poseable action figures, and themed keychains, with additional items inspired by the Saja Boys and other memorable franchise moments. Moreover, Mattel is diversifying the brand into family-friendly play with special editions of Uno, Polly Pocket collectibles, and Little People Collector sets.
Hasbro's contributions to the merchandise line include NERF role-play equipment inspired by Huntr/x weaponry, such as Zoey's Spirit Blades, Rumi's pearlescent foam Four Tiger Sword, and Mira's Curved Moon Sword, each meticulously crafted to embody the characters' unique personalities and combat styles. Electronic light sticks for Huntr/x and Saja Boys are also available, designed to glow and synchronize via IR for immersive concert-like experiences. The collection integrates classic Hasbro brands like Furby, offering two "Kpop Demon Hunters" Furblets, Derpy Tiger and demon Jinu, which boast over 45 interactive sounds, themed accessories, and keychain clips, alongside a special "Monopoly: KPop Demon Hunters Edition." Last year, Netflix's decision to name Mattel and Hasbro, typically fierce competitors, as "co-master" toy licensees for "KPop Demon Hunters" was considered an unprecedented move in the industry, underscoring the anticipated high demand for the franchise's merchandise.
The collaboration between industry giants Mattel and Hasbro to produce merchandise for "Kpop Demon Hunters" exemplifies the dynamic and creative potential within intellectual property partnerships. By combining their unique strengths and diverse product offerings, these companies are not only enriching the fan experience but also demonstrating how strategic alliances can lead to innovative and widely appealing consumer products. This endeavor highlights a forward-thinking approach to brand expansion, fostering a vibrant ecosystem where creativity and collaboration drive widespread success and positive engagement.
