Licensing: KPop Demon Hunters going on tour in stores in '26 with TWO different licensors!

One of the biggest surprise hits of 2025, KPop Demon Hunters HAD to get licensed toys. But something this big is getting the license split between the big companies of Hasbro AND Mattel!

Image from Variety/Netflix

Hasbro announced: "Hasbro Pulse + KPop Demon Hunters are teaming up to offer fans the ultimate collector experience for IRL demon hunting.

Stay in the know as we will have more to share soon at HasbroPulse.com! #KPopDemonHunters "

Mattel announced: "MATTEL CREATIONS X KPOP DEMON HUNTERS

Mattel Creations is introducing a KPop Demon Hunters HUNTR/X doll set with Rumi, Mira and Zoey. Rocking deluxe fashion looks directly inspired by their final performance, these Hunters deserve a prominent place on your shelf. Preorder coming in November."

Variety had more detail about how the license would be split: "Mattel will market and develop a range of “KPop Demon Hunters”–themed products across multiple categories, including dolls, action figures, accessories, collectibles, playsets and collaborations with co-brands, with distribution worldwide. To give fans a first-look, Mattel is introducing a presale three-pack of Huntr/x fashion dolls, which will be available to preorder starting Nov. 12 on Mattel Creations (at this link), with orders shipping in 2026.

Meanwhile, Hasbro’s “KPop Demon Hunters” collection of products will span such categories as special-feature plushies, youth electronics and role play. In addition, Hasbro will create collaborations between “KPop Demon Hunters” and other properties, including Hasbro Games, Wizards of the Coast, Nerf and Furby. Hasbro’s first product under the deal will be card game Monopoly Deal: KPop Demon Hunters, featuring characters and themes from the movie, priced at $12.99 and available for pre-order on Amazon, Target and Walmart starting Tuesday (Oct. 21) with orders shipping Jan. 1, 2026."