Better Late Than Never? ‘KPop Demon Hunters’ Finally Gets A Major Toy Rollout

Better late than never? After taking Netflix by surprise and becoming the platform’s biggest ever original film, Sony Pictures Animation’s KPop Demon Hunters is finally getting a full-scale toy rollout, more than half a year after its streaming release.

Mattel and Hasbro have each unveiled upcoming toy lines tied to the musical feature, which debuted on Netflix back in June of last year, quickly becoming a pop culture phenomenon, spawning lyrical sing-alongs, an Art Of book, and rumors of a whole cinematic universe. The one thing the franchise has been missing until now, though, has been a toy line appropriate for an animated blockbuster of its size and profile.

Today’s unveiling, first teased back in October, underscores how unprepared Netflix and its licensing partners appeared to be for the movie’s explosive reception. In their defense, Netflix hasn’t scored an animation hit like this before, and there hasn’t exactly been a massive public outcry about the lack of Leo plushies or The Twits board games.

For the upcoming KPDH lines, Mattel’s offering is the broader of the two. The company revealed its first look at what it calls the “Golden” line, based around the film’s fictional girl group, Huntr/X, and its three members, Rumi, Mira, and Zoey. The collection spans fashion dolls, action figures, and singing toys, alongside branded extensions across Mattel staples, including Polly Pocket, UNO, and Little People Collector.

Hasbro’s take on the franchise leans more toward role-play and interactive experiences. Its lineup includes character-inspired Nerf weapons, electronic light sticks, and a themed Monopoly version. In a release, the company emphasized a desire to blend the movie’s action-fantasy elements with K-pop concert culture, signaling a bid to attract both collectors and younger fans.

Together, the announcements mark Netflix’s first significant merchandise push around KPop Demon Hunters, or any of its original animated properties. While the delayed rollout may have cost the companies some early momentum, the franchise’s unmatched staying power and the scope of both toy lines suggest confidence that the IP still has plenty of legs to keep fans interested while future installments in the franchise are developed.

Here are a few more images of upcoming merch from the two companies.