Hasbro & Mattel KPop Demon Hunters Toys Arrive This Autumn
Both toy giants are rolling out dolls, NERF weapons, Monopoly editions and more tied to Netflix's record-breaking animated film — with the biggest launches still to come.
What you need to know
- Hasbro and Mattel hold a joint co-master toy licence for KPop Demon Hunters — believed to be an industry first.
- Products have been arriving in waves since spring 2026, with major autumn launches still ahead including Mattel's Battle dolls and 6-inch action figures.
- UK sterling prices have not been confirmed for most lines; availability at UK retail has not been officially announced.
Two toy giants, one unprecedented deal
Toys tied to Netflix's KPop Demon Hunters have been hitting shelves since spring 2026, with the heaviest wave of product still due in the coming months. Hasbro and Mattel — named joint global co-master toy licensees in October 2025 — are each running their own distinct product lines across dolls, role-play weapons, board games and collectibles, covering a range of price points ahead of the 2026 holiday season.
The dual co-master licence structure is widely believed to be without precedent in the toy industry. It reflects the extraordinary commercial pressure Netflix found itself under after KPop Demon Hunters became the most-watched original title in the platform's history, accumulating over 500 million views by the end of 2025. The film — a 95-minute animated musical directed by Maggie Kang and Chris Appelhans and produced by Sony Pictures Animation — was released directly to Netflix on 20 June 2025 and became an almost instant cultural phenomenon.
Netflix CMO Marian Lee set the tone when the licensing deal was announced:
"KPop Demon Hunters unleashed a global fan frenzy — we're talking dancing, singing, and more screaming than anyone was emotionally prepared for. HUNTR/X showed us that a truly great trio is more than the sum of its parts."
What Mattel has on offer
Mattel moved first with collectors, launching a presale three-pack of HUNTR/X dolls — Rumi, Mira and Zoey in their final performance looks — via Mattel Creations from 12 November 2025. That set has since sold out.
The broader retail rollout spans several sub-lines. Singing Fashion Dolls of Rumi, Mira and Zoey, priced at $33 each in the US, began shipping in late July and early August 2026. The Rumi and Mira dolls stand 11.5 inches tall; Zoey comes in at 11 inches. All three have fully rooted hair, and the Mira doll can synchronise with compatible Rumi and Zoey units to stage a full HUNTR/X performance.
A core Fashion Doll range — including Saja Boys singer Jinu alongside the three leads — is listed for presale at $27 each in the US, with some shipping dates extending to October 2026. A fan-selected Demon Jinu variant is not expected until 2027.
Coming in autumn 2026 is the Deluxe Battle Rumi doll, priced at $53.99 in the US. It features 11 posable joints and comes with the Four Tiger Sword, with Mira and Zoey deluxe versions to follow. Also due this autumn: 6-inch action figures with 18-plus points of articulation, interchangeable hands and faces, and included weapons, priced at $21.59 each in the US — covering Mira, Rumi and Zoey in demon hunter gear, plus all five Saja Boys in their "Soda Pop" outfits. A Rumi and Jinu two-pack in finale battle outfits is priced at $43.19.
At the more affordable end, Little People Collector sets retail at $19.99 for the HUNTR/X trio and $29.99 for the Saja Boys five-pack. Mini collectibles include the "Hello Friend" Mini Reveal Assortment at $6.47, featuring 13 mystery characters. Mattel is also producing a KPop Demon Hunters edition of UNO, though pricing and UK availability for that have not been confirmed.
American Girl is producing 18-inch individual dolls of Rumi, Mira and Zoey — each in the outfit from the film's opening, with iconic weapons and Norigae tassel charms — at $165 each in the US, with shipping expected in November. UK pricing has not been confirmed.
What Hasbro has on offer
Hasbro got its first product to market back in October 2025 with Monopoly Deal: KPop Demon Hunters, available for pre-order at $12.99. The full Monopoly: KPop Demon Hunters Edition — aimed at ages eight and up and priced at $25.99 in the US — followed on 1 August 2026, letting players rehearse, hunt demons, win awards and compete for fans.
On 15 July 2026, Hasbro released its NERF role-play weapons based on the trio's demon-hunting gear:
- Zoey's Spirit Blades — ages 6+, $9.99 in the US
- Rumi's Four Tiger Sword — ages 6+, $14.99 in the US; a 24-inch foam blade with pearlescent treatment and plastic hilt
- Mira's Curved Moon Sword — ages 6+, $19.99 in the US; a 36-inch foam blade with pearlescent decoration and plastic hilt
UK prices for the NERF weapons have not been confirmed. The swords arrived approximately two weeks after Hasbro released two KPop Demon Hunters Furby Furblets — Derpy Tiger and the Saja Boy Demon — each priced at $14.99 in the US. Both units are packed with 45-plus interactive sounds, pop-open ears and a keychain clip, and are designed to harmonise with each other when placed close together.
Also out on 15 July 2026: HUNTR/X and Saja Boys Electronic Light Sticks at $14.99 each, which glow and IR-sync to create a shared concert-style experience between multiple units.
Context: playing catch-up at scale
The scale of this licensing push reflects just how badly Netflix was caught off guard by the film's success. When the 2025 Halloween season arrived, the only licensed product available was a range of costumes produced in partnership with Spirit Halloween — hardly the kind of comprehensive toy programme a property of this size would normally command. The Hasbro and Mattel lines represent the company's attempt to make up lost ground ahead of Christmas 2026.
KPop Demon Hunters won Best Animated Feature and Best Original Song at the 2026 Academy Awards. Its soundtrack has been streamed 8.3 billion times globally and reached number one on Billboard's 200 Albums chart. A sequel is already in development, with Kang and Appelhans returning to direct as part of a multi-year exclusive partnership with Netflix — which means the toy lines launched this year are likely to run for some time yet.
Why it matters
For UK buyers, the picture is still incomplete: sterling prices and confirmed UK stockists have not been announced for most lines, meaning fans may face import costs or delays compared with US shoppers. The unprecedented dual-licence structure does, however, suggest both companies are investing heavily enough to make a serious push in international markets — so UK retail listings should be worth watching closely as the holiday season approaches. At a category level, the deal signals that streaming-first animated films can now command the kind of toy-aisle real estate once reserved for Disney and DreamWorks theatrical releases.