Fans can choose from two expressions to show off the tiger’s goofy grin or let him deliver a sweet love note on his tongue. The 825-piece set also includes a flowerpot for the tiger to knock over and fans can store the accessories in the secret compartment in Derpy’s head.

“We knew exactly what look and feel we wanted for the model,” said Wes Talbott, Senior Design Master in the LEGO Group.

“The eyes are such a big part of the character. It’s not just about the shape, but also how they sit on Derpy’s face. Even small design changes in the eyes made a big difference to how the whole character comes across. It took a lot of testing to get both the shape and the angle right.”

The set lands on August 1st.

The post LEGO debuts first KPop Demon Hunters set appeared first on Brands Untapped.

Pre‑orders opened on May 15th in the US and Europe and will be available through TikTok Shop in the US, as well as major global retailers including GameStop, Best Buy, Amazon, Target and more. The Asian market will follow later this summer.

The collection features a dual‑edition strategy. The Energy Edition is designed for dedicated collectors with 11 rarities, whilethe Classic Edition is designed for all fans with eight rarities. Each pack contains eight cards and Kayou plans to launch future waves, limited‑edition sets, mini cards and collectibles.

For more information, head to https://uk.kayouofficial.com/.

The post Kayou to launch KPop Demon Hunters trading cards in July appeared first on Brands Untapped.

New additions include the individual members of demonic boy band Saja Boys, as well as HUNTR/X manager Bobby.

The line also includes new version of Rumi, Mira and Zoe, dressed in their ‘What It Sounds Like’ outfits.

The new line arrives later this month.

The post Funko bolsters KPop Demon Hunters line with Saja Boys, Bobby and more appeared first on Brands Untapped.

The first LEGO KPop Demon Hunters set will launch this summer, focused on ‘the beloved, supernatural creature from the movie’, likely Derpy.

Additional sets will land in 2027.

“We are beyond the (hon)moon about this new collaboration!” said Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group.

“KPop Demon Hunters and LEGO fans will finally get to combine their passions and immerse themselves in the world of KPop Demon Hunters through LEGO building. The movie has taken the entire world by storm, and we just couldn’t wait to work with Netflix on this one. We hope fans will be as excited about the sets as we are!”

Marian Lee, Chief Marketing Officer at Netflix, added: “As KPop Demon Hunters continues to break records both on and off screen, we’re delighted to continue expanding this world IRL and partner with the LEGO Group for a brand new collection of beautifully designed and authentically-detailed sets – FOR THE FANS!”

The post LEGO teams with Netflix for KPop Demon Hunters sets appeared first on Brands Untapped.

There’s also a real accessibility to animation that helps it travel across age groups and countries, and Korean pop culture has never been more global than it is today. According to Bunjang, since the release of KPop Demon Hunters, there’s been a 78% surge in cross‑border purchases for K‑pop consumer products, which underlines just how global and connected this fandom is.

Tying it all together is the music. The songs have taken on a life of their own, driving – and selling out – sing‑alongs, fan covers and dance routines, including Novak Djokovic!

Not every popular movie becomes a ‘brand’. How soon did it become clear there was big potential here?
We saw very quickly that the film was taking on a life of its own: in just over 90 days it had over 325 million views worldwide. At the same time, the soundtrack reached #1 album on Billboard’s 200 Albums chart and has been streamed 8.3 billion times globally. The film’s single “Golden” became the longest-running #1 hit by a girl group on the Billboard Hot 100 in the 21st century.

Add to that the fact that all five main characters were the top five most searched for Halloween costumes this year – you start to feel that you’re not just looking at a hit film, but a true cultural phenomenon.

And how important has speed-to-market been in your collaborations with the likes of Hasbro, Mattel and Funko?
Speed‑to‑market is of course important, because when fans fall in love with a world and its characters, they want ways to bring that into their everyday lives as soon as possible. At the same time, KPop Demon Hunters is beloved, so we have to be thoughtful and treat it with respect.

Netflix approached licensing partners and retailers 24 months ahead of the film’s release, and while there was interest, it was soft at the time. Original IP tends to be a more attractive bet for licensees and retailers, but when you get lightning in a bottle like KPop Demon Hunters that resonates with so many key audiences, the sky’s the limit!

For the toys category specifically, it’s a complex process – from product design to it being on the shelves – that takes time. Within that reality, we’ve moved as fast as possible and importantly, with the right partners and this first-of-its-kind collaboration with Mattel and Hasbro means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity.

It’s exciting to see the eagerness from partners around the world, and we’re working with them to bring a variety of products to market as quickly as possible.

This year will see the brand land in toys in a big way. Why do you feel the brand is an especially good fit for toys and games?
You have this instantly iconic trio in HUNTR/X, each with a clear personality, visual identity and role in the group, set inside a rich, supernatural world packed with concerts, costumes, demons and big set‑piece battles. It’s clearly a great fit – there is so much potential and lots to work with.

Fans don’t just want to watch it, they want to live it. Our partnerships with Mattel and Hasbro will introduce a full portfolio of toys, action figures, collectibles, feature plush, games, role‑play products and much more that they can engage with and like the film, come back to time and time again.

Last question! Do you feel the Saja Boys and the wider cast of characters have just as much potential to go down a storm in toys as HUNTR/X?
You’ll have to just wait and see! But what I can tell you is that Derpy is already making quite the name for himself!

The post “It’s exciting to see the eagerness from partners around the world”: Netflix’s Alpana Virani on the powerful appeal of KPop Demon Hunters appeared first on Brands Untapped.

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!

The post “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 appeared first on Brands Untapped.

Demand has been intense – and immediate! How ‘pacey’ has development been?
Development has been extremely fast because we made this range an absolute priority. Once the demand was clear, we accelerated every stage so we could meet fans while the momentum was at its peak. Speed to market is critical for a phenomenon like this, and we are proud to be one of the first to deliver a hardline collectible range that matches the scale of the excitement around this property.

Why do you feel the brand has resonated so powerfully with consumers?
The film was a surprise hit, but its unique and heartfelt story helped it stand out immediately. From a consumer products perspective, that freshness creates instant fan energy. The characters have strong visual identities and emotional appeal that translate naturally into Funko collectibles. Fans want physical items that let them celebrate something new and different, and this property gives us the perfect canvas to do that.

What early indicators do you look for when deciding whether a title has the potential to scale commercially across different territories?
We look first at the size and momentum of the audience, especially early viewing trends and social engagement. We track how quickly fan communities form, how actively they share content and whether interest holds beyond the first viewing spike. If we see consistent traction in the US along with clear signals from Europe, and across the rest of the world, we know the title has the potential to scale commercially and support a global product roll out.

Pop culture trends move incredibly fast. From a sales perspective, how do you balance speed and excitement with long term strategic planning for a new IP?
Early excitement drives immediate engagement and sales, but we layer in follow-on releases, complementary products and global rollouts to extend the property’s lifespan. That approach lets us act fast to capture trends without compromising a strategic plan that supports long-term commercial success.

Last question! Do you feel there’s scope for multiple waves of product to come from Funko for KPop Demon Hunters?
There’s definitely scope for multiple waves of Funko products, and of course we see potential in exploring different looks, moments and character expressions. We have really exciting plans for this incredible property, so fans will just have to keep watching Funko to see what comes next.

The post “Speed to market is critical for a phenomenon like this”: Funko’s Karen Athill on acting fast with KPop Demon Hunters appeared first on Brands Untapped.

For NERF, there’s toys modelled after HUNTR/X’s demon-hunting gear, including Zoey’s Spirit Blades, Rumi’s Four Tiger Sword and Mira’s Curved Moon Sword.

Elsewhere, Hasbro has HUNTR/X and Saja Boys Electronic Light Sticks that glow and IR-sync for shared concert-style play, as well as two themed Furby Furblets in Derpy Tiger and the Saja Boy Demon.

Finally, Monopoly: KPop Demon Hunters Edition lets players rehearse, hunt demons, win awards, and compete for fans.

The post Hasbro details KPop Demon Hunters launches across Monopoly, NERF, Furby and more appeared first on Brands Untapped.

The range spans several categories, including dolls, action figures, games and collectibles from the company’s iconic brands like Polly Pocket, UNO, Little People Collector and more.

“KPop Demon Hunters is a true global phenomenon, fuelled by a passionate and fast-growing worldwide fan base,” said Nick Karamanos, Senior Vice President of Action Figures and Entertainment Partnerships at Mattel.

“Our close partnership with Netflix allowed us to move quickly and deliver products on an incredible timeline that meets fan demand. With products spanning multiple Mattel brands, we’re expanding how fans can celebrate the characters, songs and stories they love.”

Additional KPop Demon Hunters items from Mattel will be revealed throughout 2026.

The post Mattel debuts KPop Demon Hunters dolls, games, action figures and more at Spielwarenmesse 2026 appeared first on Brands Untapped.

Can you talk us through aspects of these characters that it was important to capture in these first wave of dolls?
As you scroll through social media, whether it’s people singing, dancing, cosplaying, remixing the content or diving deep frame by frame into the movie – the easy answer is details. The hair, makeup and fashion need to be authentic and detailed to the movie. We made choices towards higher articulation to recreate their dance moves or put them in the position to battle demons.

Both in storytelling and play, we needed to make sure we made the right decisions to bring certain elements to life. As an example of combing through details, we spent the time cataloguing the progress of Rumi’s demon marks as they grew throughout the movie, making thoughtful choices in how they are reflected in dolls.

Terrific. Now, demand has been intense – and immediate! How ‘pacey’ has development been?
It goes without saying that the demand is real, not just for external fans but even for the fans that work at Mattel. I can say we’ve never operated at this pace before for such ground up development – and frankly, it’s a testament to our partnership with Netflix, coupled with the passion of all the teams who’ve worked on this.

IMAGE 1

Does the fandom around KPop Demon Hunters feel familiar to any brands you’ve worked on in the past?
It’s an understatement to say KPop Demon Hunters is special. It is a culture-defining moment and movie. There have been big brands in the past, but for this one, a lot of its uniqueness includes bringing KPop more into the mainstream. I can easily count on one hand the number of brands that I believe reached this pinnacle, and I’ve been lucky enough to work on a few of them.

Why do you feel the brand has resonated so powerfully with consumers?
There have been so many elements of how this brand has resonated with audiences, and I would probably do a horrible job trying to call these things out in hindsight. But overall, an original story, deep characters and iconic music are always a winning formula, and Mattel is all about bringing these compelling characters and stories to life in toys.

The brand seems to have struck a chord with both girls and boys. Do you see this being an IP where typical presumptions around ‘gender-led’ categories don’t necessarily apply?
We’ve seen how this brand appeals to so many audiences. I tend to drive design towards how a toy enables storytelling in play, and less specifically about designing towards the conventions of a category. If you want to label them as dolls that allow for hair styling and soft-goods fashions, or as action figures that allow for higher articulation and detail, you could. Whatever story beat you want to re-live: be it fashion-play, demon hunting, or humour – I want to have toys for all of it.

These dolls kickstart a broader line from Mattel, spanning dolls, action figures, collectibles, playsets and more. What makes the IP an exciting one to design for?
There’s a lot of depth to these characters. Their journeys are dynamic, emotional and visually expressive. From how they look to the songs they sing to the experiences they go through – each element adds layers of personality and storytelling. That richness naturally translates into play. It gives us a foundation to create dolls that feel authentic and connected to the story. The emotional resonance and individuality of each character open so many possibilities across categories.

Your passion for this is clear – were you already a fan of the movie?
I may have been the loudest voice you heard in the sing-along theatrical viewing, so it’s safe to say I’m a fan.

Ha! And is being a fan useful for the design process?
It’s important to be a fan of what you work on, because a real fan will be able to sniff out something that’s not authentic. Authentic products are what people naturally gravitate toward and remember. At the end of the day, you want to be thinking about serving the consumer. You are serving the fan with these products so being a fan myself does make the job easier. On the flip side, there are so many different types of fandoms, so not letting all of my personal biases cloud my better judgment is important.

Last question – this first launch focuses on Rumi, Mira and Zoey, but do you feel the Saja Boys have just as much potential to go down a storm in dolls as HUNTR/X?
Here’s where my personal fandom may introduce some bias, but yes, I do think they have a lot of potential. I think the amount of boys I saw during Halloween dressed up as Saja boys, as Bobby, and even Dr. Han, continues to speak to the breadth of the fanbase.

The post “We’ve never operated at this pace before for such ground up development”: Mattel’s Bobby Saygan talks KPop Demon Hunters appeared first on Brands Untapped.