Highlights
- Mattel is expanding its KPop Demon Hunters merchandise lineup.
- New franchise-related activities are also planned for fans.
- The series continues to grow beyond its original Netflix release.
KPop Demon Hunters is expanding beyond its Netflix release with Mattel’s Deluxe Rumi Doll, based on HUNTR/X leader, Rumi. Priced at $54 USD, the collector doll recreates her battle outfit from the film and includes her Sain-geom.
The 11.5-inch doll has 11 points of articulation, fully rooted hair, and movie-inspired makeup. Its fabric outfit draws from Rumi’s battle look, while the premium window-box packaging lets collectors display the figure without opening it.
The doll is available through Mattel Creations, subject to availability and purchase limits.
Mattel/Official Site
KPop Demon Hunters Merchandise Expands Across the Cast
Mattel’s merchandise lineup also includes an Abby action figure from the Saja Boys. The 7.1-inch figure costs $22 and has 18 points of articulation, interchangeable faces and hands, and his “Soda Pop” outfit. It comes with a yellow beanie, a mango-flavored soda can, and an autographed photo. The window-box packaging features artwork inspired by the film.
The figure is available through Mattel Creations and the official Mattel store.
The franchise is also getting a retail promotion from Smyths Toys. On Sep 5, 2026, stores across the U.K. and Ireland will offer fans a free limited-edition poster and access to a two-meter KPop Demon Hunters-themed backdrop. The event runs from 9 am to 5 pm while stocks last.
Ten selected Smyths locations will additionally feature photo booths and themed play areas based on the film’s world. The retailer is also highlighting the wider toy range, including singing Mira, Rumi, and Zoey dolls, as well as LEGO’s Derpy Tiger and Sussie Bird set.
KPop Demon Hunters Sequel Keeps the Story Moving
The Netflix film follows Rumi, Mira, and Zoey, members of HUNTR/X who balance their careers as K-pop performers with secretly protecting the world from supernatural threats. Its mix of comedy, action, and music has helped the songs, characters, and wider universe gain attention beyond the movie itself.
Netflix has confirmed a sequel, with Mira, Rumi, and Zoey set to return. The supplied information identifies 2029 as a current projection for release.
Music has provided another route for the franchise to remain in the spotlight.
Kelly Clarkson performed Golden during the final taping of The Kelly Clarkson Show. According to the show's official YouTube page, it was Clarkson's most requested cover.
Meanwhile, Golden became the first K-pop song to win an Oscar for Best Original Song.
The combination of Mattel collectibles, Smyths promotions, and continued attention around the soundtrack shows how KPop Demon Hunters has developed into a broader entertainment property. Rumi remains at the center of its merchandise expansion.
