Mattel has announced a new slate of toys tied to the blockbuster film 'KPop Demon Hunters', unveiling the range at a major international toy exhibition in Nuremberg, Germany. The company intends for the products to start appearing in stores this summer, roughly a year after the movie's initial release, with some lines scheduled to arrive as late as autumn.
The movie has emerged as one of the most-watched titles on the streaming platform that released it, surpassing 500 million views since it debuted in June. Despite that performance, Mattel did not capture the full momentum of the film during the recent holiday shopping period, a missed opportunity the company is now seeking to address through a sequenced merchandise program.
Roberto Stanichi, Mattel's chief global brand officer, told attendees at the International Toy Fair in the southern German city that the company views 'KPop Demon Hunters' as a franchise with lasting potential. He described plans to "stage different collections, different assortments throughout the year," indicating a steady cadence of releases rather than a single product drop.
The Mattel product assortment will include fashion dolls modeled on the film's central characters - Rumi, Zoey and Mira - who perform as a girl band by day and hunt demons by night. Initial offerings will present the dolls with two distinct looks, and certain versions will have an audio feature that allows the figures to sing the band's Billboard No. 1 song, 'Golden'.
Beyond the main fashion dolls, Mattel plans to extend the 'KPop Demon Hunters' characters and associated figures across several of its existing brands, including Polly Pocket, UNO and Little People Collector. Small-scale Polly Pocket sets will reference the band’s favorite ramen cups and are priced lower, while full-sized dolls will carry a higher retail price.
Retail pricing details released by Mattel indicate the singing dolls will be offered in the approximate range of $40 to $45. Polly Pocket-style capsules featuring miniature accessories are expected to retail at about $8. Some of the range will not be available until later in the year, with select items slated for autumn release.
The announcement comes as part of a broader repositioning by Mattel away from being solely a toymaker toward becoming an entertainment-driven company that uses intellectual property to fuel product demand. The company is pursuing partnerships to bring its brands to screens and has a slate of film projects in development. Executives said movie tie-ins and merchandise are central to extending the commercial life of an entertainment property.
Netflix has been collaborating with Mattel to speed up the development of the 'KPop Demon Hunters' line. While no official studio confirmation has been provided with regard to future film releases tied to the franchise, industry reporting has suggested that a sequel could be under consideration for a target release in 2029. A Netflix consumer products executive stated that while plans are ambitious, specifics could not yet be shared.
Summary - Mattel is launching a multi-tiered merchandise program for 'KPop Demon Hunters', with singing dolls and branded playsets beginning this summer and additional items arriving in autumn. The initiative is part of a corporate strategy to convert entertainment properties into ongoing consumer products.
Key points
- Mattel will roll out dolls and branded items tied to 'KPop Demon Hunters' starting this summer, with some products delayed until autumn.
- Products include singing dolls modeled on the film's girl band and merchandise across Polly Pocket, UNO and Little People Collector lines; price points range from about $8 to $45.
- The effort reflects Mattel's strategic shift toward leveraging entertainment IP to sustain product demand and broaden the company's role beyond traditional toy manufacturing.
Risks and uncertainties
- Timing risk - Mattel failed to fully capitalise on the film's popularity during the prior holiday season, indicating potential execution or timing challenges for merchandise launches; this affects retail and consumer goods sectors.
- Production and release timing - Some products will not be available until autumn, introducing schedule risk for retailers and supply chains in the toys and retail sectors.
- Franchise development uncertainty - While a sequel has been reported as a possibility, no official confirmation has been provided, leaving the long-term demand trajectory for related merchandise uncertain; this impacts entertainment licensing and consumer products markets.