Mattel has unveiled a first look at its upcoming K-Pop Demon Hunters toy and collectables range, inspired by Netflix’s most-watched film, at the Spielwarenmesse International Toy Fair in Nuremberg on Wednesday, 28 January.
The collection, which will roll out throughout 2026, includes dolls, action figures, games and collectables and marks one of the most expansive toy launches tied to the film since its release.
The announcement comes as K-Pop Demon Hunters continues to dominate global pop culture, following recent awards recognition and the film’s soundtrack becoming the biggest of 2025.
A multi-brand launch aimed at fans of all ages
Mattel confirmed that the range will span several of its flagship brands, including Polly Pocket, UNO and Little People Collector, offering products across multiple formats and price points.
The toys are designed to reflect the film’s bold visual identity and central characters, including Rumi, Mira and Zoey, blending elements of fashion, music and action from the Netflix hit.
According to the company, the aim is to allow fans to engage more deeply with the franchise through play, while celebrating the film’s characters and original songs.
Willy Lew
A fast-tracked response to global fandom
Mattel said the speed of the rollout was driven by the scale of the film’s international fanbase and its rapid cultural impact.
The company worked closely with Netflix to accelerate development timelines, ensuring products reach shelves while interest in the franchise remains high.
Further items tied to K-Pop Demon Hunters are expected to be announced later this year as the line expands.
From screen to shelves
Produced by Netflix and Sony Pictures Animation, K-Pop Demon Hunters follows K-pop superstars who secretly battle supernatural forces when they are not performing on stage.
The film’s blend of music, animation and action has helped it attract a broad global audience, with strong crossover appeal among younger viewers and adult fans alike.
The film is currently streaming exclusively on Netflix.
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Featured Image: Supplied
