KPop Demon Hunters Toys Poised to Spark New Collectible Frenzy
If the Labubu mania of 2025 now seems like a distant memory, prepare for a fresh wave of toy-collecting fever. At the recent Nuremberg Toy Fair, industry giants Hasbro and Mattel jointly revealed their upcoming product lines inspired by the blockbuster film KPop Demon Hunters, setting the stage for what could be the next major trend in accessible collectibles.
Capitalising on a Global Phenomenon
The 2025 film, which holds the record as Netflix's most-streamed title ever, was an instant critical and commercial success. It garnered Golden Globe and Grammy awards, spawned countless TikTok trends, and dominated global Halloween costume searches. Building on this immense popularity, the new toy ranges aim to translate the franchise's appeal into tangible products for fans of all ages.
The offerings include premium American Girl dolls modelled after the film's characters, priced at $165 (£121) each. For those seeking more budget-friendly options, there are KPop Demon Hunters Furby Furblets at $14.99 (£11) each and Nerf toys replicating the characters' iconic demon-hunting gear, starting from $9.99 (£7.32).
The New Must-Have Accessories
However, the items most likely to challenge Labubu's status as the essential collectible symbol are Mattel's Hello Friend Mystery Clips, priced at $6.47 (£4.73), and Polly Pocket ramyeon cup or soda can keychain charms, available for $5.39 (£3.94). Much like the Labubu craze, shoppers can collect various versions of these clips and attach them to bags or clothing, creating a vibrant, fashionable, and affordable way to showcase their favourite characters.
Sarah Johnson, founder of Flourish and a retail expert, observes that these entry-level products are strategically designed to appeal to the film's core teenage audience. 'It always works well when there's a range to collect, as that naturally drives repeat purchases,' she explains. 'We see this all the time in retail — if you can build collectability, it keeps customers coming back.'
A Franchise Built for Longevity
Unlike fleeting viral sensations, the KPop Demon Hunters franchise appears to be positioning itself for sustained success. With a reported sequel in development and a highly engaged existing fanbase—464,000 followers on Instagram and 182,000 subscribers on Reddit—the brand's foundation is robust. This is further evidenced by products like a Monopoly version, indicating a long-term strategy rather than a short-lived hype cycle.
Sarah Johnson notes, 'This feels like a solid, well-thought-through range with longevity, rather than a viral frenzy. This is clearly seen as a franchise with a future. That gives brands the confidence to invest in product development, because they expect a longer-term return rather than a one-off spike.' The initial market response supports this confidence; Mattel's announcement post received over 225,000 likes, and pre-orders sold out within hours, prompting a second product release.
Pathways to Mainstream Domination
Despite the promising launch, Sarah Johnson cautions that achieving Labubu-level mass-market chaos may not happen immediately. For these toys to reach similar widespread popularity, they would need to transition from being a strong collectible item within a dedicated fan community into the broader realms of fashion and celebrity culture. The precedent exists: when BLACKPINK's Lisa posted a photo with a Labubu in April 2024, it catapulted the previously niche toy into a global phenomenon.
With BTS, arguably the most influential artists in K-pop history, having expressed their fandom for KPop Demon Hunters, the potential for a similar trajectory is certainly present. 'This range backs up success that's already been achieved and signals confidence that it will continue,' Sarah Johnson adds, highlighting the strategic optimism behind the product launch.
As the toy industry watches closely, the coming months will reveal whether KPop Demon Hunters can indeed dethrone Labubu and capture the hearts—and wallets—of collectors worldwide, proving that in the world of trending toys, the next frenzy is always just around the corner.
