By Gary Symons
TLL Editor in Chief
Suddenly, KPop Demon Hunters are everywhere, and particularly on the toy aisle.
Both Hasbro and Mattel have unveiled new toy collections at the Spielwarenmesse toy fair for the Canadian film franchise on Netflix.
Mattel introduced the first products under the new global licensing program inspired by KPop Demon Hunters.
The toy and collectibles line will roll out throughout 2026 and spans multiple Mattel brands and categories, including dolls, action figures, games and collectibles. The range is designed to extend the film’s reach beyond the screen and give fans new ways to engage with its characters, music and visual style through play.
Among the first products revealed is an American Girl collection, now available for pre-order, featuring individual dolls of central characters Rumi, Zoey and Mira. The dolls are based on the characters’ on-screen appearances and include premium fabrics, detailed accessories and fashion elements inspired by the film.
Additional items previewed from the broader line include character-driven products across brands such as Polly Pocket, UNO and Little People Collector, with formats ranging from fashion and action figures to small-scale collectibles and games. Mattel said the assortment is intended to appeal to a wide age range and span multiple price points.
“KPop Demon Hunters is a true global phenomenon, fueled by a passionate and fast-growing worldwide fan base. Our close partnership with Netflix allowed us to move quickly and deliver products on an incredible timeline that meets fan demand,” said Nick Karamanos, Senior Vice President of Action Figures and Entertainment Partnerships, Mattel. “With products spanning multiple Mattel brands, we’re expanding how fans can celebrate the characters, songs and stories they love.”
Further KPop Demon Hunters products from Mattel will be revealed over the course of 2026, the company says.
Not to be outdone, Hasbro has unveiled its own licensed toy range based on KPop Demon Hunters, extending the property across several of the company’s core brands.
The collection draws on Hasbro franchises including NERF, FURBY and MONOPOLY, translating characters and themes from the film into role-play toys, interactive collectibles and a family board game. The launch is designed to appeal to both kids and fans of the film’s K-pop–inspired storyline, which follows a girl group that secretly doubles as a team of demon hunters.
The toy line includes NERF role-play items modeled after the weapons used by the film’s central characters, allowing children to recreate action sequences from the story. The assortment also features concert-style electronic light sticks tied to the fictional HUNTR/X group and the rival Saja Boys, designed for synchronized play. In addition, Hasbro is releasing KPop Demon Hunters-themed FURBY Furblets, small interactive collectibles featuring character-inspired designs, as well as a MONOPOLY: KPop Demon Hunters edition that incorporates locations, characters and competitive gameplay elements from the film.
The debut assortment will roll out at major retailers beginning in July, with the MONOPOLY title following in August. By spanning action play, collectibles and games, the range reflects Hasbro’s strategy of leveraging entertainment properties across multiple categories to broaden fan engagement and shelf presence.