Mattel And Hasbro Unveil KPop Demon Hunters Toys

For fans of the Netflix sensation KPop Demon Hunters, the wait for official merchandise is finally over—and it seems the toy aisles are about to get a lot more colorful. Mattel and Hasbro, two titans of the toy industry, have unveiled expansive new lines inspired by the animated musical blockbuster, promising to bring the film's electrifying world, iconic characters, and K-pop-infused action right into the hands of collectors and kids alike.

The announcement, made on January 27, 2026, at the Nuremberg Toy Fair, marks a significant milestone—not just for the film’s devoted fandom, but also for Netflix’s ambitions in animation merchandising. As Cartoon Brew reported, this is Netflix’s first major merchandise push for one of its original animated properties, signaling a newfound confidence in the streaming giant’s ability to create enduring pop culture phenomena.

It’s hard to overstate the impact KPop Demon Hunters has had since its debut on June 20, 2025. Produced by Sony Pictures Animation, the film quickly soared to the top of Netflix’s Top 10 Most Popular Movies chart, racking up a staggering 325.1 million views—equivalent to 541.8 million hours watched in its first 91 days, according to The Hollywood Reporter. The story, which follows the adventures of the fictional K-pop girl group Huntr/x as they battle monsters from the underworld, struck a chord with audiences worldwide and even catapulted its soundtrack into the Billboard 200 top 10. The film’s breakout song, “Golden,” hit No. 1 on Billboard’s Hot 100 and earned the movie Oscar nominations for Best Animated Feature and Best Original Song.

Yet, despite its runaway success, fans spent the better part of 2025 clamoring for more than just digital content and apparel. As Good Housekeeping noted, the holiday season was marked by a shortage of KPop Demon Hunters toys, with even early pre-sales of plushies and Squishmallows selling out well before shipping dates. The lack of dolls, action figures, and collectibles left many parents and fans frustrated, but that drought is about to end in spectacular fashion.

Mattel’s new “Golden” line is perhaps the broadest offering. Centered on Huntr/x’s trio—Rumi, Mira, and Zoey—the collection features everything from high-end American Girl dolls (priced at $165 each and available for preorder with a ship date of November 27, 2026) to more accessible Core Fashion dolls at $27 each. There are also Singing Fashion dolls ($32.39), a Battle Rumi doll ($53.99), and a Saja Boys’ Jinu doll ($26.99). For the collectors, Mattel is rolling out action figures, a Rumi & Jinu 2-pack ($43.19), and themed packs such as For the Fans ($12.95) and Hello Friend ($6.47). Board game enthusiasts can look forward to a KPop Demon Hunters UNO deck ($6.49), while Polly Pocket fans will find Huntr/x and Saja Boys sets ($20 and $30, respectively), plus individual capsule packs featuring characters like Derpy and Bobby.

But Mattel isn’t stopping there. The company is also leveraging its Little People Collector line, giving even the youngest fans a way to display their favorite characters. According to The Hollywood Reporter, each doll and figure is crafted with premium fabrics and detailed accessories, reflecting the film’s iconic fashion, music, and attitude. The American Girl dolls, for instance, come dressed as the trio appears during the film’s “How It’s Done” moment, complete with custom eye shadow, Norigae tassel charms, earrings, and even weapons matching their on-screen personas.

Hasbro, meanwhile, is aiming squarely at interactivity and play. Its lineup leans heavily on role-play and concert culture, with Nerf weapons modeled after the demon-fighting arsenal of Huntr/x—Zoey’s Spirit Blades ($10), Rumi’s Four Tiger Sword ($15), and Mira’s Curved Moon Sword ($20). Fans can also wield electronic light sticks inspired by Huntr/x and the Saja Boys ($15 each), designed to glow and sync for a true concert-style experience. For those who prefer a touch of nostalgia, Hasbro’s Furby Furblets bring Derpy the tiger and the Saja Boys’ demonic alter egos to life, each with more than 45 interactive sounds and themed accessories ($15 apiece).

And for family game night? There’s the KPop Demon Hunters edition of Monopoly ($25), which, as Hasbro puts it, lets players “rehearse, hunt demons, win awards and compete for fans.” It’s a playful nod to both the movie’s plot and the competitive spirit of K-pop fandoms everywhere.

Hasbro’s toys are set to hit shelves in July 2026, while Mattel’s broader rollout is planned for the fall. Some items, such as the American Girl dolls, are already available for preorder, giving eager fans a head start on building their collections. As io9 noted, Mattel called these toys “just the beginning” of a larger merchandise wave that will continue throughout the year.

The collaborations don’t end with Mattel and Hasbro. Other brands are getting in on the action, too. Loungefly is expanding its KPop Demon Hunters line with new backpacks—including a light-up Derpy model—wallets, and Funko Pops, many of which are currently available for preorder. For those who can’t wait, Loungefly’s Cosplay Mystery Mini Backpack Keychain Charms are already in stock, appealing to both the fashion-forward and the K-pop obsessed, according to Good Housekeeping.

For collectors and kids alike, the appeal is easy to see. The toys capture the film’s blend of music, fashion, and fantasy, with enough variety to satisfy everyone from preschoolers to adult fans. The Saja Boys Little People Collector set, for example, may be aimed at toddlers, but as Good Housekeeping cheekily observed, “they’d look adorable lined up on a shelf.”

Behind the scenes, the voice cast of KPop Demon Hunters has played a pivotal role in the film’s success. The main trio—voiced by Arden Cho (Rumi), May Hong (Mira), and Ji-young Yoo (Zoey), with singing voices provided by EJAE, Audrey Nuna, and Rei Ami—are joined by a star-studded ensemble including Ahn Hyo-seop, Kim Yunjin, Daniel Dae Kim, Ken Jeong, and Lee Byung-hun. Their performances, combined with the film’s vibrant animation and infectious soundtrack, have helped turn Huntr/x into household names and cult favorites alike.

With rumors swirling about a sequel and an expanded cinematic universe, the arrival of these toy lines feels like both a celebration of what’s been achieved and a promise of more to come. Whether you’re a die-hard collector or a newcomer to the fandom, it’s clear: in 2026, KPop Demon Hunters is set to conquer not just the charts and the screen, but the toy shelves as well.