A line of Kpop Demon Hunters toys and merchandise was unveiled Tuesday at the Nuremberg Toy Fair by Netflix, Hasbro and Mattel.
The runaway animated hit produced for Netflix by Sony Pictures Animation was such a left-field success last summer that it didn’t come with the line of consumer products typical of many animated releases. The holiday season, which can often be a moneymaker for animated hits released over the summer, did not feature officially licensed goods on store shelves.
Netflix and its partners announced the toy deal last fall.
In Netflix’s report last week on viewing during the second half of 2025, the streaming giant said Kpop amassed 482 million views, becoming its most-watched title ever. That figure doesn’t even include the film’s first 10 days of viewing following its June 20 premiere.
Mattel said starting Tuesday its American Girl subsidiary is taking pre-orders for the Kpop collection, which includes individual dolls of the film’s lead characters, Rumi, Zoey, and Mira. Each doll, the Barbie toymaker said, is “inspired by the characters’ on-screen looks and personalities, featuring premium fabrics, detailed accessories, and styling that reflects the film’s iconic fashion, music, and attitude.”
Hasbro said with its offerings, “kids can imagine becoming part of HUNTR/X and the ‘take down’ with Nerf toys modeled after the trio’s iconic demon-hunting gear. Zoey’s Spirit Blades capture the playful energy of the bubbly fan-favorite, while Rumi’s Four Tiger Sword features a pearlescent foam blade and hilt fit for a fearless leader. Mira’s Curved Moon Sword, sleek and stylish, channels the precision and power of HUNTR/X’s lead dancer and choreographer.”
A themed edition of Monopoly is also part of the Hasbro product mix.
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