Mattel and Hasbro have revealed their new toy lines based on Netflix’s animated film KPop Demon Hunters, with the 2026 collections debuting publicly at the Nuremberg Toy Fair (Spielwarenmesse). The lineup includes dolls, action figures, collectibles, games, and role‑play items, marking the first major merchandise rollout tied to the film. Released globally on June 20, 2025, the film quickly became Netflix’s most-watched original animated film of all time
Mattel
Mattel’s toys focus on translating the film’s characters and visual identity into products across several of its brands. The lineup centers on Rumi, Mira, and Zoey, alongside other characters from the film, with items ranging from dolls and action figures to games and collectibles.
As part of the launch, Mattel confirmed that the American Girl KPop Demon Hunters collection is now available for pre-order at AmericanGirl.com. The line includes individual dolls of Rumi, Zoey, and Mira.
According to Mattel, each doll is inspired by the characters’ on-screen looks and personalities, featuring premium fabrics, detailed accessories, and styling that reflects the film’s fashion and music-driven aesthetic.
Additional Mattel products include fashion dolls based on the trio’s opening performance outfits, singing dolls in their “Golden” looks, poseable action figures, collectible dolls, and keychains in multiple scales featuring HUNTR/X, Saja Boys, and other moments from the film. The collection also extends into games and family-oriented products, including an UNO card game, Polly Pocket items, and Little People Collector sets.
Hasbro
Hasbro’s toy line leans into the film’s blend of music, fantasy, and action, with products centered on role play, interactive plush, and board games.
The lineup includes NERF role-play items modeled after the demon-hunting gear used by HUNTR/X. Zoey’s Spirit Blades are designed to reflect the character’s playful personality, Rumi’s Four Tiger Sword features a pearlescent foam blade and hilt, and Mira’s Curved Moon Sword is styled to match her role as the group’s lead dancer and choreographer.
Hasbro is also releasing electronic light sticks themed after HUNTR/X and Saja Boys, designed to glow and IR-sync for shared, concert-style play. In addition, the collection includes FURBY products, with two KPop Demon Hunters Furblets (Derpy Tiger and Saja Boy Demon Jinu) each offering over 45 interactive sounds, pop-open ears, themed accessories, and keychain clips.
Rounding out Hasbro’s lineup is MONOPOLY: KPop Demon Hunters Edition, which reworks the board game around rehearsals, demon hunting, awards, and fan competition.
The new toy lines from both Mattel and Hasbro are scheduled for release in 2026.
Source: Press Release
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