Mattel Expands ‘KPop Demon Hunters' Toy Line This Week With New Figures

Mattel is launching its KPop Demon Hunters action figure line this week, capitalizing on the film's immense popularity on Netflix. The movie, featuring the HUNTR/X trio as demon hunters, has remained in Netflix's Global Top 10 for an impressive 62 weeks, becoming its most-viewed original film. The first wave of 6-inch figures, including Rumi, Mira, Zoey, Jinu, and Abby, will be available starting September 1st at major retailers, priced at $21.99 each. A special Final Battle: Rumi & Demon Juni 2-Pack will also be released for $44.99. These highly articulated figures come with interchangeable face plates, extra hands, and character-specific accessories, meeting high demand for merchandise.

Mattel is launching its KPop Demon Hunters action figure line this week as the film maintains big streaming numbers on Netflix worldwide. The film — in which the HUNTR/X singing trio of Rumi, Mira and Zoey moonlight as demon hunters — came in at No. 6 on Netflix’s Global Top 10 Streaming Movies chart the week of Aug. 17 through Aug. 23, drawing in 3.1 million views. Already Netflix’s most-viewed original film of all time, KPop Demon Hunters’ No. 6 finish marked the 62 nd week that the film has finished in the streaming platform’s Global Top 10 of viewership since the film premiered on June 20, 2025.

Because of KPop Demon Hunters’ long-lasting popularity Mattel and other toy companies including Hasbro, Funko and Jazwares have all been busy at work to meet the demand for merchandise for the movie, producing dolls, games, role playing items and now, action figures. Mattel confirmed for me recently that the first wave of KPop Demon Hunters 6-inch scale action figures will be released on Tuesday, Sept. 1, at all major retailers. Some independent online retailers like Toy Wiz have the items already listed in stock, while GameStop online has several of the figures listed for pre-order with a release date of Sept. 7.

The first wave of Mattel’s KPop Demon Hunters action figure line includes individual figures of HUNTR/X members Rumi, Mira and Zoey, as well as Saja Boys members Jinu and Abby. Each of the individual action figures retail for $21.99. Saja Boys figures of Romance, Baby and Mystery are not part of the first wave and will be released at a later date. Also being released on Sept. 1 is the Final Battle: Rumi & Demon Juni 2-Pack, which retails for $44.99. Like the individually packaged releases, the figures in the 2-Pack are 6-inch scale.

Mattel’s KPop Demon Hunters action figures have anywhere from 18 to 21 points of articulation. Each figure — including Rumi and Demon Jinu in the 2-Pack — come with two alternated face plates that can be interchanged with the main face of the figure. In addition, each figure comes with extra sets of hands and accessories related to each of the characters.