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Mattel has launched a wave of new “Kpop Demon Hunters” merch after being announced as the franchise’s official toy licensee, alongside Hasbro, earlier this year.
The new launch includes seven collectible figures of the the film’s Huntr/x members, including singing dolls of Mira, Zoey and Rumi that play “Golden.” The other figures in the lineup include Saja Boys member Jina in his “Soda Pop” performance outfit, and Rumi and Mira in their ensembles from the “How It’s Done” performance, including their on-stage sword accessory. Also launched is a pack of 4-inch vinyl figures alongside collector cards.
Mattel Kpop Demon Hunters HUNTR/X Rumi Fashion Doll
Mattel Kpop Demon Hunters HUNTR/X Mira Fashion Doll
Mattel Kpop Demon Hunters Saja Boys Jinu Fashion Doll
Earlier this year, Mattel and Hasbro unveiled their first-ever product lines inspired by “KPop Demon Hunters” at the Nuremberg Toy Fair (Spielwarenmesse), offering fans an early look at a wide-ranging slate of dolls, action figures, role-play items and games set to roll out in 2026. The debut marked a major merchandising push for the film, which has quickly grown into a global fandom driver for Netflix and Sony Pictures Animation.
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The rest of Mattel’s previously announced lineup includes an American Girl “KPop Demon Hunters” collection, now available for pre-order, featuring individual dolls of Huntr/x styled after the trio’s on-screen looks. The broader assortment includes fashion dolls based on the characters’ opening performance outfits and their “Golden” looks, singing dolls, poseable action figures, collectible dolls and keychains, with additional appearances from the Saja Boys and other fan-favorite moments. Mattel is also extending the property into family-friendly play patterns with themed editions of Uno, Polly Pocket collectibles and Little People Collector sets.
Hasbro’s offering includes NERF role-play gear modeled after Huntr/x weapons, including Zoey’s Spirit Blades, Rumi’s Four Tiger Sword with a pearlescent foam blade and Mira’s Curved Moon Sword, designed to echo each character’s personality and fighting style. Meanwhile, electronic Huntr/x and Saja Boys light sticks glow and IR-sync for shared, concert-style experiences. The collection also folds in Hasbro staples, including Furby, with two “KPop Demon Hunters” Furblets — Derpy Tiger and demon Jinu — featuring more than 45 interactive sounds, themed accessories and keychain clips, as well as “Monopoly: KPop Demon Hunters Edition.”
Last year, Netflix announced that Mattel and Hasbro, which are fierce rivals were named global “co-master” toy licensee for “KPop Demon Hunters.” Such a dual co-master toy license structure for one property or franchise is believed to be unprecedented in the industry — and reflects the strong demand Netflix expects for “KPop Demon Hunters” merch.