Mattel, the world's major toy manufacturer, is capitalizing on the popularity of the KPop Demon Hunters animation by unveiling a new line of dolls and toys inspired by the show's characters, with sales planned soon.
Mattel stated that the new toy line will begin rolling out this summer, about a year after the film's release, hoping to maintain strong consumer interest.
KPop Demon Hunters became Netflix's most-watched film ever, surpassing 500 million views since its June debut. However, sources say Mattel did not anticipate such widespread success, missing the chance to market toys during the year-end shopping season.
Recently, Mattel decided to reveal its new toy lineup at the International Toy Fair 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 introduce diverse collections and products throughout the year."
Meanwhile, slowing retail sales have led Mattel to revamp its strategy, repositioning itself as a global entertainment company by leveraging existing intellectual property through partnerships with Hollywood.
Currently, Mattel has over 14 film projects in production, aiming to replicate the blockbuster success of Barbie in 2023, with the live-action Masters of the Universe film set to release in June alongside new He-Man toys to build anticipation.
Industry outlet Deadline reports that Netflix is developing a KPop Demon Hunters sequel, potentially premiering in 2029, though official confirmation is pending.
Mattel's KPop Demon Hunters toy line will start with dolls inspired by Rumi, Zoey, and Mira, members of the in-story girl group who are K-Pop stars by day and demon hunters by night.
The dolls will feature two looks, and some models can sing "Golden," the No. 1 hit on the Billboard charts.
Additionally, characters from the rival boy band Saja Boys and others will be developed into products under Mattel sub-brands like Polly Pocket, UNO, and Little People Collector.
Prices for the dolls will be around 1,400 baht, while the capsule-style Polly Pocket sets themed on the group's favorite ramen bowl will cost about 250 baht; some products will launch in the fall.
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