Mattel has teased fans of KPop Demon Hunters with a new line of dolls set to launch later this year, after missing out on merchandise sales during the film’s holiday-season popularity.
Netflix’s KPop Demon Hunters has become the streaming platform’s most-watched film, amassing over 500 million views since its June release. Mattel reportedly did not anticipate the movie’s crossover appeal, a source told Reuters last year.
The new toys are expected to hit shelves this summer, nearly a year after the film’s release, as Mattel aims to capitalize on its enduring popularity.
“We really believe that this brand and this franchise has evergreen potential,” Roberto Stanichi, Mattel’s chief global brand officer, told Reuters at the International Toy Fair in Nuremberg, Germany, where the toys were unveiled. “We’re going to be staging different collections and assortments throughout the year,” he added.
From Toymaker to Entertainment Player
Facing declining retail sales, Mattel, the maker of Barbie and Hot Wheels, is repositioning itself as a global entertainment company, leveraging its intellectual properties through Hollywood partnerships.
With more than 14 films in development, Mattel hopes to replicate the success of 2023’s Barbie blockbuster with a live-action Masters of the Universe film in June, alongside a new He-Man toy line to generate buzz.
Although not yet officially announced, Deadline reports that a KPop Demon Hunters sequel is in development, potentially slated for a 2029 release.
“We have ambitious plans for the franchise, but I’m not able to share them yet,” Filippo Zuffada, Netflix’s senior director of consumer products, told Reuters. “Merchandise is essential to extend the life of an IP like this.”
Netflix, which already offers KPop Demon Hunters apparel, accessories, and collectibles through its online store, announced licensing partnerships with Mattel and Hasbro in October.
Mattel’s Stanichi noted that developing a product from concept to commercial launch usually takes about 18 months. For the KPop Demon Hunters line, the company worked with Netflix to accelerate the process without compromising details.
Singing Dolls and Polly Pocket Tie-Ins
The new dolls, inspired by Rumi, Zoey, and Mira—the film’s girl band members by day and demon hunters by night—will initially come in two looks, including dolls that sing their Billboard No. 1 hit Golden.
Characters from the Huntr/x girls’ band, their frenemy boy band Saja Boys, and other supporting figures will be released across Mattel’s Polly Pocket, UNO, and Little People Collector brands.
The dolls will retail for approximately US$40 to US$45, while Polly Pocket miniature capsules featuring the girls’ favourite ramen cups will be priced around US$8. Some products are scheduled to launch in autumn.
