Mattel announced a new line of KPop Demon Hunters dolls on January 27, 2026, with a summer 2026 launch scheduled worldwide. Pre‑orders for a 3‑pack of HUNTRIX dolls began on November 12, 2025, and are expected to ship in 2026, giving collectors an early window into the collection.
The launch follows an earlier attempt to monetize the Netflix series, which failed to generate strong holiday sales for Mattel. By targeting both children and adult collectors, the new line seeks to capture the global K‑pop fan base that has driven the series to over 500 million views and the largest soundtrack of 2025.
Mattel’s move is part of a broader entertainment strategy that includes a pipeline of more than 14 films and partnerships with Hasbro and Netflix. The company is positioning licensed brands to account for 37 % of total sales, a share that has grown as the toy industry shifts toward IP‑driven products.
Financially, Mattel’s Q3 2025 results showed a 6 % decline in net sales and a 310‑basis‑point drop in gross margin, reflecting weaker core‑brand performance. Management expects the new KPop line to help offset this underperformance and to contribute to a rebound in licensed‑brand revenue, which has been a key growth lever for the company.
The broader market context shows global toy consumption grew 7 % in 2025, the first growth in four years, and Mattel’s share‑repurchase program of $600 million in 2025 and $450 million in 2026 signals confidence in its cash‑flow generation. The KPop Demon Hunters line is therefore positioned to strengthen both revenue and margin profiles as the company expands its entertainment footprint.
Roberto Stanichi, Mattel’s Chief Global Brand Officer, described the franchise as “evergreen” and highlighted plans for multiple collections throughout the year. Chairman and CEO Ynon Kreiz emphasized the company’s evolution from a toy maker to a content creator, noting that the new line would help sustain growth in Hot Wheels, UNO, Barbie, and Fisher‑Price while deepening third‑party brand partnerships.
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