Full Breakdown
KPop Demon Hunters Merchandise Launches at Nuremberg Toy Fair
1/27/2026, 7:56:13 PM
Overview of the Toy Lineup
At the Nuremberg Toy Fair, Netflix, Hasbro, and Mattel unveiled a new line of toys and merchandise inspired by the animated film *KPop Demon Hunters*, which has become Netflix's most popular title, amassing over 500 million views since its release on June 20, 2025. The film features a K-pop girl group, Huntrix, who also fight demons, blending music and fantasy elements. The toy offerings include dolls, action figures, collectibles, games, and role-play items, marking the first major merchandise rollout for the film.
Key Products from Mattel and Hasbro
Mattel's lineup features an American Girl collection with dolls of the main characters Rumi, Zoey, and Mira, designed to reflect their on-screen looks and personalities. These dolls will be available in various styles, including singing versions that perform the Billboard No. 1 hit "Golden." Other products include fashion dolls, poseable action figures, collectible dolls, and themed items from the Polly Pocket and UNO brands.
Hasbro's offerings include NERF role-play gear modeled after the characters' demon-hunting weapons, such as Zoey’s Spirit Blades and Rumi’s Four Tiger Sword. Additionally, Hasbro will release electronic light sticks themed after the K-pop groups and two Furby toys, Derpy Tiger and Jinu, featuring interactive sounds and accessories. A *KPop Demon Hunters* edition of Monopoly is also part of Hasbro's product mix.
Background and Context
The *KPop Demon Hunters* film, produced by Sony Pictures Animation, did not initially launch with a corresponding line of consumer products, which is typical for animated releases. This oversight meant that the holiday shopping season lacked officially licensed merchandise. Following the film's unexpected success, Netflix and its partners announced a toy deal in the fall of 2025, aiming to capitalize on the film's popularity.
Roberto Stanichi, Mattel's chief global brand officer, emphasized the franchise's potential, stating, "We really believe that this brand and this franchise has evergreen potential." The toys are set to roll out starting in summer 2026, with some products available for pre-order now.
Official Statements & Responses
Filippo Zuffada, senior director of consumer products at Netflix, noted, "Merchandise is essential to extend the life of an IP like this." The collaboration between Mattel and Hasbro as co-master toy licensees for *KPop Demon Hunters* is unprecedented, reflecting the strong demand for merchandise associated with the film.
Criticism & Opposition
Despite the excitement surrounding the toy launch, some industry observers have pointed out that Mattel initially underestimated the film's crossover appeal, which may have hindered earlier merchandise opportunities. This miscalculation highlights the challenges of aligning product releases with consumer demand in the fast-paced entertainment market.
What's Next
As the toy lines are set to launch in 2026, both Mattel and Hasbro plan to reveal additional products throughout the year. A sequel to *KPop Demon Hunters* is also reportedly in the works, with a potential release date in 2029, further indicating the franchise's growth and longevity potential.
