Mattel has officially unveiled its new range of KPop Demon Hunters dolls, aiming to capitalise on the phenomenal success of the Netflix animated film which has become the streaming platform's most popular feature to date. The toy giant confirmed it will release various collections throughout the year, with the first dolls scheduled for a summer rollout.
Capitalising on Record-Breaking Viewership
The animated film KPop Demon Hunters has achieved remarkable success since its release last June, garnering over 500 million views on Netflix and establishing itself as the platform's most-watched film. Despite this runaway popularity, sources revealed that Mattel initially underestimated the property's crossover appeal, missing the crucial holiday shopping season.
Strategic Entertainment Repositioning
Facing declining traditional retail sales, Mattel is strategically transforming itself into a global entertainment powerhouse. The company behind Barbie and Hot Wheels is revitalising its intellectual properties through Hollywood collaborations, with more than 14 films currently in development.
Roberto Stanichi, Mattel's chief global brand officer, told Reuters at the International Toy Fair in Nuremberg that the company "really believe[s] that this brand and this franchise has evergreen potential." He elaborated that Mattel plans to stage different collections and assortments throughout the year to maximise the property's longevity.
Doll Details and Pricing
The new doll collection features the film's central girl band members Rumi, Zoey, and Mira - who lead double lives as demon hunters by night. The initial release will include two distinct styles, including versions that sing the band's Billboard No 1 hit, "Golden."
Additional characters from the franchise will appear across Mattel's various brand lines:
- HUNTR/X stars and rival boy band Saja Boys
- Polly Pocket capsules featuring the band's favourite ramen cups
- UNO and Little People Collector brand extensions
Pricing for the collection ranges from approximately $8 for Polly Pocket capsules to $40-$45 for the main doll lines, with some products not becoming available until autumn.
Franchise Expansion Plans
Industry publication Deadline has reported that a KPop Demon Hunters sequel is in development for a potential 2029 release, though no official announcement has been made. Filippo Zuffada, senior director of consumer products at Netflix, commented: "We have ambitious plans for the franchise, but I'm not able to share them yet. Merchandise is essential to extend the life of an IP like this."
Mattel's strategy mirrors its successful approach with the 2023 Barbie blockbuster, with the company hoping to replicate that triumph through its expanding entertainment portfolio. A live-action "Masters of the Universe" film is scheduled for June release alongside a new He-Man toy line, demonstrating Mattel's commitment to transforming its classic properties into multimedia franchises.
