It was only a matter of time before the toy industry’s heavyweights joined the fray. Leading the charge are Rumi, Zoey, and Mira of Huntr/x—the fictional sensation at the heart of Sony Animation and Netflix’s record-breaking phenomenon, KPop Demon Hunters.
Calling KPop Demon Hunters a success would be an understatement. The film currently holds the title of Netflix’s most-viewed original movie of all time, eclipsing the record previously set by the 2021 star-studded action-comedy Red Notice. Even months after its debut, its viewership numbers remain unchallenged by anything else on the platform.
The true surprise, however, is the franchise’s enduring cultural footprint. Over half a year since its premiere, the demand for KPDH remains white-hot. Recognizing this, global toy titans Mattel and Hasbro have been engineering an extensive lineup of merchandise to capture the hearts of fans worldwide. Hasbro was among the first to strike, launching a KPop-themed Monopoly Deal set earlier this January.
Not to be out-maneuvered, Mattel has unveiled its own ambitious collection of Huntr/x memorabilia. The upcoming catalog features high-end fashion dolls, action figures depicting the rivalry between Rumi and Jinu of the Saja Boys, and even Fisher-Price Little People Collector sets. The range expands further with Polly Pocket “time capsules” and a specialized KPop Demon Hunters edition of UNO—because nothing fuels a competitive card game like supernatural pop idols.
While most of the collection is slated for a Fall 2026 rollout, the most discussed items are the American Girl dolls. These versions of the Huntr/x trio are… striking, to say the least. There is a certain “uncanny valley” quality to seeing classic doll faces paired with battle-ready expressions and miniature swords, as if they might burst into a choreographed dance number at any moment.
Aesthetic quirks aside, these 18-inch collectibles are expected to be high-priority items for the core demographic. However, fans will need deep pockets to complete the group; at $165 per doll, a full Huntr/x set is a significant investment that might force some collectors to pick a favorite member.
The American Girl lineup isn’t expected to ship until November 2026. This timeline suggests that both Hasbro and Mattel are betting heavily on the franchise’s longevity. While some might argue the hype could cool before the products hit shelves, the upcoming sequel and the film’s persistent popularity suggest this is a calculated risk that is likely to pay off handsomely.
Source: Polygon
