Mattel Launches KPop Demon Hunters Dolls Featuring Rumi, Mira, and Zoey
Nov, 9 2025
On November 12, 2025, Mattel Corporation dropped its first-ever KPop Demon Hunters collectible line — the "What It Sounds Like" 3-pack of fashion dolls featuring the fictional idol trio Rumi, Mira, and Zoey. Priced at $150, the fully articulated dolls arrived with signature weapons, film-accurate stage outfits, and hairstyles modeled after their climactic appearance in the Netflix film. Presales began at 12:01 AM Pacific Time exclusively on Mattel Creations (mattelcreations.com), with global shipping slated for fall 2026. This isn’t just another toy drop. It’s the opening salvo in what could become one of the most unusual — and lucrative — crossover ventures between KPop fantasy and Western collectibles.
Why This Matters Beyond the Dolls
The KPop Demon Hunters franchise, a Netflix original film released earlier in 2025, blends high-energy idol performances with supernatural action. Think BTS meets The Matrix, but with demon-slaying choreography and glitter bombs. The dolls aren’t just merch — they’re narrative artifacts. Each one comes with a miniature version of Rumi’s chain whip, Mira’s electrified mic-sword, and Zoey’s holographic fan-blade. Fans can literally reenact the film’s finale scene — the legendary "Honmoon Seal" — on their desks. And that’s the point. Mattel didn’t design these for kids. They’re targeting teens and collectors aged 14 and up, with packaging and aesthetic cues borrowed from high-end anime and luxury fashion doll lines like Pullip or BJDs.The Unprecedented Licensing Deal
Here’s the twist: Mattel isn’t working alone. Less than a month before the doll launch, the company struck a deal with Netflix to become the global co-master toy licensee for KPop Demon Hunters — alongside Hasbro Incorporated. That’s rare. In toy history, co-licensing of this scale between two giants — especially for a single IP — has never happened before. Hasbro, based in Pawtucket, Rhode Island, holds equal rights but isn’t manufacturing this first wave. Mattel is. Why? Sources suggest Netflix wanted to test the market with a premium, niche launch before rolling out mass-market versions. The result? A $150 collector’s item that feels more like a limited-edition art piece than a toy.Global Rollout, Localized Messaging
The product’s rollout is meticulously localized. On Mattel Creations’ German site (de.creations.mattel.com), the description emphasizes "ikonen Stil" and "finalen Auftritt." The UK page (uk.creations.mattel.com) leans into "deluxe fashion" and "star power." The U.S. version? Pure fan-service lingo: "totally slay," "seal the Honmoon," and "golden gals" — terms lifted directly from the film’s viral marketing. All three versions confirm the same specs: three dolls, articulated joints, removable accessories, and a release window of fall 2026. Shipping isn’t immediate. Presale sign-ups are locked until September 1, 2026, with delivery no later than November 30. That’s a long wait — but it’s intentional. Mattel’s building hype, not just inventory.What’s Next? A 2026 Avalanche
This 3-pack is just the beginning. German-language materials on Mattel Creations explicitly promise: "Sei ab 2026 als Erste*r über weitere KPop Demon Hunters Puppen, Collectibles und mehr informiert" — "Be the first to be informed about further KPop Demon Hunters dolls, collectibles, and more starting in 2026." Toybook.com reported that this is only "the first Demon Hunters drop" since Mattel secured co-licensing rights. Expect action figures, vinyl statues, even AR-enabled packaging that unlocks exclusive film clips. There’s talk of a "Honmoon Edition" box set in Q2 2026. And if sales hit 50,000 units — a conservative estimate — Mattel will likely expand into apparel, mobile games, and theme park pop-ups. This isn’t a toy line. It’s a transmedia ecosystem.
The Fan Reaction: Obsession or Overkill?
Online communities are divided. Reddit’s r/KPopDemonHunters is buzzing. One user wrote: "I’ve spent $800 on vinyls, posters, and now this. If they release a holographic Honmoon altar, I’m buying it." Others call it "overpriced fan service." But here’s the reality: collectors don’t buy toys. They buy identity. These dolls aren’t just representations of Rumi, Mira, and Zoey — they’re avatars for fans who see themselves in the characters’ blend of strength, artistry, and rebellion. The fact that Mattel included the "signature weapons" — not just the outfits — shows they understand the lore matters as much as the aesthetics.Why This Could Change Toys Forever
The KPop Demon Hunters doll set breaks three industry norms: it’s priced like luxury fashion, marketed to older teens, and co-licensed by two rival giants. It also ignores the traditional "kid-targeted" toy model. Instead, it mirrors the success of brands like S.H.Figuarts (Bandai) and Funko’s premium lines — but with a KPop twist. If this sells, expect every major streaming platform to follow suit. Imagine a Stranger Things doll line with fully articulated Demogorgons. Or a Bridgerton action figure with removable corsets. Mattel just proved that fantasy, music, and collectibility can merge into something that doesn’t just sell — it obsesses.Frequently Asked Questions
Who are Rumi, Mira, and Zoey in the KPop Demon Hunters franchise?
Rumi, Mira, and Zoey are the fictional members of HUNTR/X, a KPop idol group in the Netflix film KPop Demon Hunters who battle supernatural demons using musical magic. Their final battle, known as the "Honmoon Seal," is the climax of the movie. Each character wields a unique weapon — Rumi uses a chain whip, Mira an electrified mic-sword, and Zoey a holographic fan-blade — and their stage outfits are meticulously replicated in the Mattel dolls.
Why is the release date for fall 2026 so far after presales in November 2025?
Mattel is using the delay to manage global production, logistics, and demand. The dolls are highly detailed, with articulated joints and custom-printed accessories requiring specialized manufacturing. By staggering shipping to fall 2026, Mattel avoids supply chain bottlenecks and ensures quality control. This also builds anticipation, a tactic used by luxury brands like Apple and Supreme to drive collector interest.
Is Hasbro involved in manufacturing these dolls?
No — Hasbro Incorporated is a co-master toy licensee alongside Mattel, but only Mattel is producing this first wave. Hasbro’s role appears strategic: they’ll likely handle mass-market releases, such as smaller figures or playsets, later in 2026. This split allows Mattel to target collectors with premium pricing while Hasbro reaches broader audiences with lower-cost items.
What does "Honmoon" mean in the KPop Demon Hunters universe?
"Honmoon" is the fictional ritual in the film where HUNTR/X channels their collective energy to seal away a powerful demon entity. It’s both a climactic battle and a symbolic moment of unity. The term is repeated in marketing as a mantra — "seal the Honmoon" — tying the dolls’ purpose to the film’s core theme: harmony through performance. It’s not a real word, but its repeated use creates a cult-like mystique among fans.
Are these dolls safe for younger children?
No. The dolls are rated for ages 14 and up due to small detachable parts — including the signature weapons — that pose choking hazards. Mattel’s packaging and online descriptions explicitly warn against use by younger children. The complex articulation and delicate finishes also make them unsuitable for rough play. They’re collectibles, not toys for toddlers.
Will there be more KPop Demon Hunters dolls from Mattel in 2026?
Yes. Mattel Creations’ German and U.S. sites confirm additional waves are planned for 2026, including potential variants like "Stage Glow" editions, exclusive concert-themed outfits, and possibly even non-human characters like the demon entities. German-language materials specifically mention "weitere KPop Demon Hunters Puppen, Collectibles und mehr" — further dolls and collectibles — starting in 2026, indicating a multi-product rollout.