Mattel launches K‑Pop Demon Hunters toy line with new dolls and accessories

Mattel Inc. announced the launch of its K‑Pop Demon Hunters collection, featuring singing dolls of Rumi, Mira and Zoey, as well as the Saja Boys and a new Jinu figure. Pre‑orders opened in June 2026 with the dolls slated for release in late July and early August. The lineup includes fashion dolls priced between $27 and $33, a $90 collector Jinu doll, a $150 three‑pack, as well as themed UNO decks, Hot Wheels Porsche models and Little People figures.

The company is targeting the growing K‑pop merchandise market, which generated $4.3 billion in 2025, to diversify revenue beyond its traditional toy categories. Analysts note that “this is a calculated bet on cultural capital,” said Gartner senior analyst Laura Chen. Mattel expects the line to boost licensing revenue, though supply‑chain bottlenecks in Southeast Asia have delayed production by two weeks and increased unit costs by 18%.

Mattel’s strategy includes partnerships with a Singapore‑based firmware developer and DHL for expedited freight to North America, aiming to offset rising raw‑material prices that have squeezed gross margins. The toys are available online via the Mattel Creations site and through exclusive in‑store displays at Walmart.