29 January 2026, Bavaria, Nuremberg: Dolls from the KPop Demon Hunters product line will be presented at the stand of toy manufacturer Mattel during the 75th International Toy Fair. Manufacturers from numerous countries will be presenting trends and new products at the fair. Photo: Daniel Karmann/dpa (Photo by Daniel Karmann/picture alliance via Getty Images)
dpa/picture alliance via Getty Images
When K-Pop Demon Hunters premiered on Netflix in June 2025, the shelves were bare. At the time, it was just a film about a K-pop girl group that secretly fights demons, an instant global fandom,and a yawning merchandise gap that the toy industry is now racing to fill.
The gap is closing fast. Six manufacturers have now formally announced licensed product lines — Mattel, Hasbro, Spin Master, LEGO, Funko, and Woobles — alongside collector-grade sixth-scale figures from Sideshow’s Hot Toys division. The combined catalog spans every price point from $5.39 to $280 and covers fashion dolls, action figures, foam weapons, digital pets, crochet kits, board games, light sticks, and LEGO sets that won’t ship until 2027.
Below is every announced product, organized by manufacturer, with pricing and release windows where confirmed. Consider it a field guide to one of the most ambitious toy rollouts in recent memory, and a map of just how large this franchise has become.
Forbes‘KPop Demon Hunters’ Makes History With Golden Globes Wins — Their Oscar Is NextBy Hannah AbrahamMattel Has The Biggest Slate And The Widest Price Range
Mattel’s list is the most expansive of any single manufacturer and breaks into several distinct product families. The centerpiece is the singing doll trio: Rumi, Mira, and Zoey are each available individually at $32.99, dressed in their “Golden” finale performance outfits and programmed to sing the chorus and their individual verse from the film’s Oscar-nominated song.
A step up from those is the deluxe Battle Doll line — Battle Rumi ($53.99) is available now with 11 posable joints and full demon-hunting gear, with Mira and Zoey deluxe versions forthcoming. Separate from both of those is a standard Fashion Doll range featuring the trio in their opening performance looks, and the sold-out “What It Sounds Like” 3-Pack, whose restock date has not been confirmed.
For the prestige end of the Mattel catalog, American Girl is releasing 18-inch Rumi, Mira, and Zoey dolls in their stage outfits — premium fabrics, detailed accessories, meticulous styling — at $165 each. All three are available for preorder now at AmericanGirl.com and are expected to ship by November 27.
On the action figure side, 6-inch posable figures with 18+ points of articulation, interchangeable hands and faces, and included weapons are arriving in fall 2026 at $21.59 each, with a Rumi and Jinu two-pack in their finale battle outfits at $43.19.
Rounding out the Mattel slate are Polly Pocket collectibles (preorder available), Little People Collector sets (preorder available), collectible keychain capsules at $5.39 each, and a KPop Demon Hunters edition of UNO, available now.
Hasbro In The Playroom, Bedroom And Game Night
Hasbro’s contribution divides neatly between role-play gear, interactive toys, and games. On the weapons side, foam replicas of the trio’s demon-hunting arsenal arrive July 15: Zoey’s Spirit Blades at $9.99, Rumi’s Four Tiger Sword (with a pearlescent blade) at $14.99, and Mira’s Curved Moon Sword at a price to be confirmed.
Those are separate from a second wave of NERF-branded gear modeled more precisely after each member’s signature weapon, arriving in fall 2026.
The Furby Furblets are among the more inventive products in the entire lineup. The Derpy Tiger and Demon Jinu Furblets are $14.99 each, each with 45+ interactive sounds and themed accessories, and the two units are designed to harmonize with each other when placed in close proximity.
Also from Hasbro: IR-syncing electronic light sticks for both HUNTR/X and the Saja Boys, designed to sync with each other in concert-mode play.
On the games front, there’s a full Monopoly: KPop Demon Hunters board game as well as the Monopoly Deal card game version, available now at $12.99.
Spin Master Has One New Product Almost Every Month
Spin Master’s slate is the most seasonally spread-out of the group, rolling out one product roughly every two months from spring through fall. The Kinetic Sand Ramyeon Surprise — a food-themed noodle cup playset using Spin Master’s signature sand — arrives in May.
The 4D Build Character Model Kits, featuring layered 3D buildable versions of the HUNTR/X members and Derpy, follow in July. September brings the Cool Maker HUNTR/X Heishi Bracelet Maker, a DIY bracelet kit with character charms, and October brings the Cool Maker HUNTR/X Shimmer Foil Tattoo kit.
The headline Spin Master product is the Bitzee Pop Demon Hunters digital pet, a handheld interactive device that lets users collect and interact with 3D versions of the hunters and demons, arriving in November 2026.
LEGO Has A Confirmed Collab
The LEGO Group has confirmed a KPop Demon Hunters collaboration with Netflix, but has released no product images, set names, or pricing. The first set will be revealed and made available for preorder in spring 2026, with additional sets confirmed for 2027. Details at LEGO.com as they become available.
Funko Is Keeping It Simple — For Now
Funko’s Wave 1 Pop! vinyl figures cover the four main characters — Rumi, Mira, Zoey, and Jinu — at $14.99 each, all currently available for preorder. The standout in the wave is a glow-in-the-dark dual figure featuring both Derpy and Sussie together, also at $14.99. A Wave 2 has been confirmed with no further details released.
Woobles Is The Charming Wildcard
Woobles, the crochet kit company, is releasing the KPop Demon Hunters Magical Messengers Bundle, a DIY crochet kit that lets fans make their own Derpy and Sussie plush figures. It’s available for preorder now at $90.
Hot Toys Is Making Figures For Adult Collectors
For the serious collector end of the market, Sideshow’s Hot Toys division is releasing three sixth-scale figures shipping in the first half of 2027. The Rumi figure ($280, preorder at sideshow.com) features two interchangeable face sculpts for smiling and singing expressions, rolling eyeballs, an adjustable wired purple dragon braid, and a silicone seamless body.
The Zoey figure ($260) comes with two face sculpts, eight interchangeable hands complete with sculpted rings and painted nails, and an extraordinary accessories suite: Spirit Blades, a diary, microphone, smartphone, cup noodles, a HUNTR/X light stick, a holographic poster, a lenticular backdrop, and a stage display stand.
The Mira sixth-scale figure is also available for preorder with pricing still to be confirmed.
What The List Reveals
The breadth of this catalog is very intentional. The $5.39 keychain capsule and the $280 Hot Toys sixth-scale figure are the same franchise speaking to a fan at age seven and the same fan at age twenty-seven. That deliberate price-point architecture, spanning nearly 56x from floor to ceiling, suggests that the toy industry genuinely believes they have generational staying power.
It also reflects the unique demographics of a K-Pop Demon Hunters audience that skews both younger (through the Mattel doll lines, Spin Master craft kits, and Funko Pops) and older (through the Hot Toys collector figures and American Girl prestige dolls) simultaneously. The franchise is unusual in that it has a genuine claim on both markets.
Mattel has called the current lineup “just the beginning.” With LEGO sets extending into 2027 and Hot Toys figures not shipping until the first half of that year, the commercial lifecycle of this property is only in its opening act. The movie came out eight months ago and the shelves are still being built.
For a franchise that arrived on Netflix without a single toy on a shelf, what a remarkable place to be.
Full List:MattelRumi Singing Doll — performs the chorus and her individual verse from “Golden,” dressed in her final performance ensemble — $32.99Mira Singing Doll — $32.99Zoey Singing Doll — $32.99Battle Rumi Deluxe Doll — 11 posable joints, full demon-hunting gear — $53.99Battle Mira Deluxe Doll — forthcomingBattle Zoey Deluxe Doll — forthcomingRumi, Mira, and Zoey Fashion Dolls — opening performance looks (distinct from “Golden” singing doll outfits)Rumi, Mira, Zoey “What It Sounds Like” 3-Pack — sold out; restock TBD
American Girl (Ages 6+)
American Girl Rumi — 18-inch doll, premium fabrics, detailed accessories, stage outfit — $165, ships by Nov. 27 (preorder live at AmericanGirl.com)American Girl Mira — $165, ships by Nov. 27American Girl Zoey — $165, ships by Nov. 27
Action Figures
HUNTR/X Posable Action Figures — 6-inch scale, 18+ points of articulation, interchangeable hands and faces, weapons included — $21.59 each, fall 2026Rumi and Jinu Two-Pack — finale battle outfits — $43.19, fall 2026
Collectibles & Games
Collectible Keychain Capsules — $5.39 eachLittle People Collector Sets — preorder availablePolly Pocket Collectibles — preorder availableUNO: KPop Demon Hunters Edition — available nowHasbro:
NERF / Foam Role Play (Available July 15)
Zoey’s Spirit Blades (foam replica) — ages 6+ — $9.99Rumi’s Four Tiger Sword (foam replica) — pearlescent blade, ages 6+ — $14.99Mira’s Curved Moon Sword (foam replica) — July 15NERF Gear (weapon-accurate) — modeled after each member’s signature weapon, separate from foam replicas — fall 2026
Furby Furblets
Derpy Tiger Furby Furblet — 45+ interactive sounds, themed accessories, keychain clip — $14.99Demon Jinu Furby Furblet — $14.99; the two units harmonize when placed near each other
Electronic Light Sticks
HUNTR/X Electronic Light Stick — IR-syncing, concert-style sync playSaja Boys Electronic Light Stick — IR-syncing, pairs with HUNTR/X stick
Games
Monopoly: KPop Demon Hunters Edition — board gameMonopoly Deal: KPop Demon Hunters Card Game — available now — $12.99Spin Master:Kinetic Sand Ramyeon Surprise — food-themed noodle cup playset — May 20264D Build Character Model Kits — layered 3D buildable model kits of HUNTR/X and Derpy — July 2026Cool Maker HUNTR/X Heishi Bracelet Maker — DIY bracelet kit with character charms — September 2026Cool Maker HUNTR/X Shimmer Foil Tattoos — temporary glitter tattoo kit — October 2026Bitzee Pop Demon Hunters Digital Pet — handheld interactive device; collect and interact with hunters and demons in 3D — November 2026LEGO
Details TBD, first set reveal in spring 2026.
FUNKO
Pop! Vinyl Figures — Wave 1 (preorder now)
Pop! Rumi — $14.99Pop! Mira — $14.99Pop! Zoey — $14.99Pop! Jinu — $14.99Pop! Derpy & Sussie (Glow-in-the-Dark) — special dual figure — $14.99Wave 2 — confirmed, details TBAWoobles:KPop Demon Hunters Magical Messengers Crochet Bundle — DIY crochet kit to make Derpy and Sussie plush figures — $90, preorder availableHot Toys / Sideshow (Collector-Grade)
Sixth-Scale Figures — Ships Jan.–Jun. 2027
Hot Toys Rumi — two interchangeable face sculpts (smiling/singing), rolling eyeballs, adjustable wired purple dragon braid, silicone seamless body — $280 (preorder at sideshow.com)Hot Toys Zoey — two face sculpts, eight interchangeable hands with sculpted rings and nail polish; includes Spirit Blades, diary, microphone, smartphone, cup noodles, HUNTR/X light stick, holographic poster, lenticular backdrop, stage display stand — $260Hot Toys Mira — preorder available; pricing TBC
This article reflects information available as of February 25, 2026. Pricing and availability of K-Pop Demon Hunters toys is subject to change.