During the Nuremberg Toy Fair on Tuesday, Netflix, Hasbro, and Mattel introduced an exciting new line of Kpop Demon Hunters toys and merchandise, inspired by the animated series that has taken the streaming world by storm. Produced by Sony Pictures Animation for Netflix, the show gained astonishing popularity last summer, racking up 482 million views, making it the platform’s most-watched title ever, according to Netflix’s recent viewing report.
Despite its critical success, the series initially lacked any consumer products typically associated with major animated releases, particularly during the holiday season when related merchandise could have maximized revenue. However, after announcing the toy collaboration last fall, Netflix and its partners are now poised to capitalize on the show’s popularity with a full range of merchandise.
Mattel has kicked off pre-orders for the American Girl collection, which features dolls that reflect the film’s lead characters—Rumi, Zoey, and Mira. Each doll is designed to capture the characters’ unique looks and personalities, showcasing premium fabrics, detailed accessories, and styling that resonates with the film’s vibrant fashion and music themes.
In tandem, Hasbro unveiled a collection designed for imaginative play, allowing kids to step into the world of HUNTR/X. This includes Nerf toys inspired by the characters’ signature demon-hunting gear. The range features fun items like Zoey’s Spirit Blades, Rumi’s Four Tiger Sword with a pearlescent blade, and Mira’s sleek Curved Moon Sword, all designed to reflect their iconic attributes. Additionally, a themed version of Monopoly rounds out Hasbro’s offerings, providing fans with a chance to engage with the series in a new way.
The vibrant merchandise is a testament to the enduring appeal of the series and showcases how fictional worlds can translate into engaging play experiences for fans of all ages. With the recent success and the burgeoning merchandise line, Kpop Demon Hunters is set to maintain its momentum and continue captivating audiences.