The main characters of Netflix’s animated hit ‘K-pop Demon Hunters’ have been reimagined as Barbie dolls, marking the latest expansion of the franchise into global consumer products.
Toymaker Mattel, best known for brands such as Barbie and American Girl, revealed the new K-pop Demon Hunters dolls on January 27 (local time) at the Nuremberg International Toy Fair in Germany. The announcement signals the start of a broader lineup of licensed products inspired by the series.
From Screen to Doll Collection
The newly unveiled dolls are based on the protagonists of K-pop Demon Hunters, capturing their on screen appearances and personalities. In addition to dolls, Mattel plans to release action figures, playsets, and accessories, further extending the animated series into multiple toy categories.
The first product to be introduced is an American Girl style version of Huntrix, one of the film’s central characters. According to Mattel, pre orders for the dolls are now available through the company’s official online sales channels. Each doll has been designed to reflect the characters’ defining traits. Mattel explained that the figures feature premium materials, detailed accessories, and styling inspired by the film’s iconic fashion, music, and attitude, emphasizing both individuality and visual accuracy.
A Rapid Global Collaboration
Netflix previously announced in October 2025 that it had signed licensing agreements with Mattel and Hasbro to develop toys based on K-pop Demon Hunters. The reveal at the Nuremberg fair marks the first major public showcase of those efforts. Nick Karamanos, vice president at Mattel, described the project as a response to the series’ rapid rise in popularity. “K-pop Demon Hunters has become a true global phenomenon driven by a fast-growing international fanbase,” he said. “Through close collaboration with Netflix, we were able to bring these products to market on an unusually accelerated timeline to meet fan demand.”
A Franchise With Proven Global Impact
Released last year, K-pop Demon Hunters surpassed 300 million cumulative views, making it one of the most watched titles on Netflix. The film also achieved a major milestone in music history. Its original soundtrack track ‘Golden’, performed by a fictional group within the animated film, became the first song by an animated virtual act to top Billboard’s Hot 100 chart.
Expanding Beyond Streaming
With the launch of Mattel’s doll line, K-pop Demon Hunters continues its transition from streaming success to a full-scale global entertainment franchise. The toy rollout reflects the growing influence of Korean-inspired animation across fashion, music, and consumer culture.