Mattel, a major global toy manufacturer, is leveraging the popularity of the KPop Demon Hunters animation by launching a new series of dolls and toys inspired by the show's characters, set to be available soon.
Mattel stated that the new toy line will gradually be released this summer, about a year after the film's debut, with the company hoping to continue receiving strong consumer response.
KPop Demon Hunters became Netflix's all-time most popular film, surpassing 500 million views since its June release. However, sources noted that Mattel did not anticipate the film's widespread success and missed the opportunity to market toys during the year-end shopping season.
Recently, Mattel decided to reveal the new toy lineup at the International Toy Fair held in Nuremberg, Germany, on 27 January.
Roberto Stanisci, Mattel's Global Brand Officer, told Reuters, "We strongly believe this brand and franchise have long-term potential and will gradually roll out collections and diverse products throughout the year."
Meanwhile, slowing retail sales have prompted Mattel to overhaul its strategy by repositioning itself as a global entertainment company, leveraging its intellectual properties through collaborations with Hollywood.
Currently, Mattel has over 14 film projects in production and aims to replicate the success of Barbie, which generated massive revenue in 2023. The company plans to release a live-action Masters of the Universe film in June, alongside new He-Man toys to build anticipation.
Industry media outlet Deadline reported that Netflix is developing a sequel to KPop Demon Hunters, potentially releasing in 2029, although this has not been officially confirmed.
Mattel's KPop Demon Hunters toy line will start with dolls inspired by Rumi, Zoey, and Mira, members of the girl group in the story, who are K-Pop artists by day and demon hunters by night.
The dolls will feature two looks, and some models can sing "Golden," the number one hit on the Billboard chart.
Additionally, characters from the rival boy band Saja Boys and others will be developed into products under Mattel's sub-brands such as Polly Pocket, UNO, and Little People Collector.
Regarding pricing, the dolls will retail for around 1,400 baht, while the capsule-style Polly Pocket sets themed around the band's favorite ramen bowl will be priced at about 250 baht. Some items are expected to launch in the fall.
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