Mattel taps into KPop Demon Hunters fan craze with new doll line
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The new toys will start rolling out this summer, roughly a year after the film’s release, as Mattel hopes merchandise can stoke its continued popularity.
PHOTO: REUTERS
- Mattel will launch KPop Demon Hunters dolls in Summer 2026, after missing initial film success. The dolls feature the band Rumi, Zoey and Mira.
- Mattel sees "evergreen potential" in the franchise, planning varied collections. They are focusing on entertainment through Hollywood partnerships to boost sales.
- Netflix is planning merchandise with Mattel and Hasbro. A sequel is rumoured for 2029; Netflix has "ambitious plans for the franchise".
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NUREMBERG, Germany - Mattel teased fans of KPop Demon Hunters on Jan 27 with a new line-up of dolls to be rolled out later in 2026 after it failed to cash in on the success of the runaway Netflix hit over the holiday shopping season.
KPop Demon Hunters is Netflix’s most popular film ever
The new toys will start rolling out this summer, roughly a year after the film’s release, as Mattel hopes merchandise can stoke its continued popularity.
“We really believe that this brand and this franchise has evergreen potential,” Mattel’s chief global brand officer Roberto Stanichi told Reuters at the International Toy Fair in the southern German city of Nuremberg, where the toys were unveiled.
“We’re going to be staging different collections, different assortments throughout the year,” he added.
From toymaker to entertainment player
Facing declining retail sales, the Barbie and Hot Wheels maker is repositioning itself as a global entertainment player, giving new life to its intellectual properties through Hollywood partnerships.
With more than 14 films in the pipeline, Mattel hopes to repeat the success of 2023 blockbuster Barbie with a live-action version of Masters Of The Universe in June and will release a new He-Man toy line soon to build buzz.
While no announcement has yet been made, industry publication Deadline reported that a KPop Demon Hunters sequel is in the works
“We have ambitious plans for the franchise, but I’m not able to share them yet,” Netflix’s senior director of consumer products Filippo Zuffada told Reuters. “Merchandise is essential to extend the life of an IP like this.”
Netflix, which was already offering KPop Demon Hunters apparel, accessories and collectibles through its online shop, announced licensing partnerships with Mattel as well as Hasbro in October.
Mattel’s Mr Stanichi said the process of developing a product from an idea to commercial launch typically takes around 18 months, and, for the KPop Demon Hunters line, it worked with Netflix to speed that up without sacrificing details.
Singing dolls, Polly Pockets planned
The dolls inspired by Rumi, Zoey and Mira – the film’s girl band members by day, demon hunters by night – will initially be available with two looks, including dolls who sing their Billboard No. 1 hit Golden.
The HUNTR/X stars, along with frenemy boy band Saja Boys members and other characters, will be released across Mattel’s Polly Pocket, UNO and Little People Collector brands.
The dolls will sell for around US$40 (S$50) to US$45, while Polly Pocket tiny capsules, featuring the girl band’s favourite ramen cups, will retail for about US$8.
Some products will not be available until autumn. REUTERS
