“I don’t know many people who aren’t fans!”: Ally Simpson – Senior Manager at Hasbro Games – on bringing KPop Demon Hunters to Monopoly Deal

Ally, it’s great to catch up! Hasbro kicked off its slate of KPop Demon Hunters products late last year with Monopoly Deal: KPop Demon Hunters edition. What made the brand a neat fit for this format?
The fandom around KPop Demon Hunters right now is so incredible, and we knew we needed to get a product out to fans for the holiday season. What better way to do that than to combine the fast paced, simple play of Monopoly Deal with the iconic characters of KPop Demon Hunters?

Terrific! Can you talk us through some of the ways you’ve adapted the game to make this an authentic KPop Demon Hunters experience?
Instead of collecting property sets, players will be collecting different items that Rumi, Mira and Zoey need to make their concert a success and seal the Honmoon.

We also allow players to choose who they want to play as – Rumi, Mira, Zoey, Jinu or Derpy. Each character has their own special ability that can be used throughout the game, which really allows fans to connect to their favorite characters in the film. The action cards in the game are also infused with all things KPop Demon Hunters, creating a really immersive card game experience for fans.

How did you get to grips with the brand when designing this title? And were you already a fan of the movie?
Who isn’t? As the most popular film of all time on Netflix, I don’t know many people who aren’t fans! We have a huge fanbase in the office, so there was a lot of internal excitement around this partnership and no shortage of ideas on what products we would want to create to bring the best experiences to life for KPop Demon Hunter fans!

Deal, like the core Monopoly, has proved to be a great sandbox for brands to play in. Why do you feel that is?
I think this is truly because Monopoly Deal has everything a good card game needs – it’s simple, easy to get into, you can play in 10 to 15 minutes, and you can take it anywhere with you. All of that partnered with the fact that Monopoly Deal allows so much more storytelling for a brand like KPop Demon Hunters than traditional card games because of the action cards, special character cards, and the ability to change up the property sets. It has become an incredible platform for us to utilize when bringing new games to life for different fandoms.

KPop Demon Hunters is a phenomenon – as the reaction to this game and Hasbro being co-master toy partner highlights! Why do you feel the brand has resonated so powerfully with consumers?
KPop Demon Hunters is such an immersive experience, and I think that’s why it has seen so much success. Between the incredible music, the striking and powerful animation style – and the great story being told about self-acceptance and community – it’s not a surprise that it has taken the world by storm.

Monopoly Deal: KPop Demon Hunters kickstarts a broader line from Hasbro this year, spanning games as well as special feature plush, youth electronics and role play items. What makes the IP an exciting one to design for? And one filled with potential in these categories?
I think the true excitement for designing a product line for an IP like this is the fans. They are an incredible and strong group of fans across so many ages who have so much excitement for anything and everything KPop Demon Hunters! We are so excited for this first product offering and can’t wait to show fans what’s to come in 2026 and beyond!

Thanks again Ally!