Mattel has announced plans to expand its entertainment portfolio by launching toy merchandise inspired by the hit animated musical KPop Demon Hunters.
The company confirmed that the franchise will debut as American Girl dolls, marking a major step in turning the popular film into a long-term consumer brand. Mattel shared the news on Instagram, writing, “The hunt has officially begun,” while confirming that pre-orders are now live on the American Girl website.
According to Reuters, the dolls are expected to reach the market this summer. Mattel aims to capitalise on the Netflix film’s sustained popularity and strong fan engagement.
Mattel unveiled 'KPop Demon Hunters' dolls and collectibles at the Nuremberg Toy Fair, set for release this summer to meet fan demand after the film's success https://t.co/W28JygsbId pic.twitter.com/jaJ5nr0nNE
— Reuters (@Reuters) January 27, 2026Roberto Stanichi, Mattel’s chief global brand officer, said the company sees long-term value in the franchise. He noted that the brand has “evergreen potential” and added that Mattel plans to roll out multiple collections and assortments throughout the year.
KPop Demon Hunters, released by Netflix in June 2025, has gained significant traction since its debut. The animated action musical recently earned two Academy Award nominations, including recognition in the Best Animated Feature category.
Mattel taps into 'KPop Demon Hunters' fan craze with new doll line https://t.co/zuGJsIMlVW https://t.co/zuGJsIMlVW
— Reuters (@Reuters) January 28, 2026The film has also received major awards attention, securing two honours at the Golden Globe Awards earlier this year, further boosting its global profile.
Read: KPop Demon Hunters Creator Rejects Live-Action Version
In addition to the American Girl dolls, Mattel plans to introduce a wider merchandise range tied to the franchise. The upcoming lineup will include action figures and keychains, broadening its appeal beyond collectors to younger audiences and film fans.
Industry analysts say the move highlights Mattel’s strategy of pairing successful screen properties with strong toy lines to drive sustained growth across entertainment and retail.
