KPop Demon Hunters Spurs New Toys and K-Pop IP Expansion

Mattel is expanding its KPop Demon Hunters lineup with action figures built around recognizable character looks, movie scenes, and accessories. The collection features HUNTR/X members Mira, Rumi, and Zoey alongside Saja Boys Abby, Mystery, Jinu, Romance, and Baby.

The figures are based on specific moments from the Netflix film, giving each character a different selection of props and equipment. Mattel has also released a Rumi and Jinu set based on the movie's final battle, extending the collection beyond individual character figures.

What Do the KPop Demon Hunters Action Figures Come With?

Mira, Rumi, and Zoey appear in their How It's Done outfits, while Abby, Mystery, Jinu, Romance, and Baby are represented in their Saja Boys Soda Pop looks.

The figures are designed for different expressions and poses through interchangeable facial pieces and hands. Their articulation is intended for posing, dancing, and demon-fighting scenes, with several figures featuring more than 20 points of articulation.

Each release also uses accessories connected to its character:

• Mira: She receives her curved moon sword, a kettle, and a cup of noodles, reflecting her need for a ramen fix before fighting.
• Rumi: Her figure comes with the Sain-geom sword, a sushi roll, noodles, and hands capable of holding chopsticks.
• Zoey: Her teal and black halter-style top and baggy cargo joggers are paired with Korean shamanic blades and her favorite snacks.
• Abby: The Saja Boy is packaged with his yellow beanie, interchangeable hands and faces, and an “Abby-licious” autograph.
• Baby: His turquoise hair and eyebrows and woven sweater are reproduced on the figure, which also includes a yellow hat, a Soda Pop can, and interchangeable parts.
• Mystery: His lavender hair is paired with two alternative facial expressions.
• Jinu: Based on the Soda Pop dance sequence, Jinu comes with glasses, a Soda Pop can, a microphone, and a Healer Han juice pack.
• Romance: His figure includes alternative demonic facial expressions and hands.

Some figures also come with HUNTR/X and Saja Boys lightsticks. The interchangeable hands are designed around different accessories, including drinks, microphones, food, and weapons.

The Rumi and Jinu Final Battle Action Figure Set brings the two characters together in their final battle outfits. Both figures have interchangeable faces and hands and come with weapons, while the set adds HUNTR/X and Saja Boys lightsticks.

The individual action figures are available through Macy’s and Amazon for $21.99 USD, with some Macy’s listings showing a discounted price of $19.79 after 10% off. The Rumi and Jinu Final Battle Set is listed at $42.99, with the supplied Macy’s listing showing $38.69 after 10% off.

Several of the Saja Boys figures are also listed on Amazon.

How is KPop Demon Hunters Expanding Beyond the Original Film?

The action figures arrive as KPop Demon Hunters develops into a wider entertainment property. Mattel had already released dolls based on the franchise, while the broader merchandise lineup has expanded to Squishmallows, backpacks, ramen noodles, crochet kits, Halloween costumes, and phone huggers.

The film won Best Animated Feature and Best Original Song for Golden at the 2026 Academy Awards. Golden also won the Grammy Award for Best Song Written for Visual Media.

Netflix announced a global concert tour in May 2026, bringing elements of the movie to arenas worldwide. A 2029 sequel is also in development, giving the franchise another planned continuation.

The growth of KPop Demon Hunters comes alongside wider efforts to develop K-pop intellectual property (IP) for international audiences.

Could KPop Demon Hunters' Success Shape Disney's and Kakao’s K-Pop Plans?

The expansion of KPop Demon Hunters comes as entertainment companies explore new ways to turn K-pop's global popularity into television, film, merchandise, and other forms of IP. One example is Disney Korea and Kakao Entertainment, which are working toward a proposed “K-culture fund” targeting around 10 projects over the medium to long term.

The two companies have not announced a value for the proposed fund, and its structure has yet to be finalized. Their planned projects would combine K-pop IP with Disney's stories and characters.

A Kakao Entertainment spokesperson stated that the partnership reflects K-pop's growing influence across areas including beauty, fashion, and lifestyle. The spokesperson added that combining K-pop artists and music with Disney's stories could create opportunities to develop them into new worlds.

Disney already has an established presence in South Korea through productions such as Moving, its first original show in the region, along with K-pop films and documentaries featuring artists including BTS. Kakao Entertainment, founded in 2021 as an offshoot of Korean media giant Kakao, operates entertainment agencies, production companies, and other businesses across the sector.

There is no direct connection to KPop Demon Hunters in the Disney-Kakao initiative as of yet, but its success demonstrates the crossover potential of K-pop IP.

Produced by Sony Pictures Animation and released globally through Netflix, the animated musical follows HUNTR/X, a K-pop girl group whose members secretly work as demon hunters, as they face the Saja Boys, a rival K-pop group made up of demons in disguise. The film brings together original music, K-pop-inspired characters, animation, merchandise, and Korean cultural influences within one property, demonstrating how K-pop concepts can extend into other entertainment categories.

That model could provide a reference point for the kinds of projects audiences might expect from the Disney-Kakao initiative, although neither company has announced KPop Demon Hunters as part of the proposed fund.

The Disney-Kakao initiative is not connected to Mattel's KPop Demon Hunters figures. However, both developments arrive as companies explore different ways to build entertainment properties around K-pop's international audience.

For KPop Demon Hunters, the expansion is creating more opportunities for its characters and music to reach audiences across different formats.