KPop Demon Hunters Expands Franchise with Toys and Books

Netflix’s fantasy animated series “KPop Demon Hunters” is expanding its franchise into various product lines since its streaming debut. The company is pursuing a comprehensive product strategy aimed at global fans by broadening its business scope from film-based content to toys, comic books, and lifestyle products.

The merchandise rollout following the series’ success is being carried out in phases. This year, Funko Pop figures were released first, followed by action figures from Mattel and official Netflix merchandise. The official products available on Netflix’s website include K-pop themed items such as Lightstick.

In the second half of this year, the franchise is set to expand further with the involvement of the major toy brand LEGO. The LEGO sets based on “KPop Demon Hunters” will feature characters like Derpy Tiger and Sussie Bird.

The merchandise expansion is not limited to toys alone. Major publisher Penguin Random House plans to release “KPop Demon Hunters: The Official Screen Comic Boxed Set” by the end of the year, transforming the video content into a graphic novel. This box set, which spans 704 pages, is described as an “ultimate collector’s item” and costs 60 dollars.

The box set fully converts the 95-minute video content into comic book format. It includes all lyrics from the original soundtrack, including tracks such as “Hunter’s Mantra” and “Jinu’s Lament” that were only included in the deluxe version. It also features two posters by HUNTR/X and Saja Boys, a holographic foil slipcase, two paperback copies of the main story, a specially designed foil stamp book cover, and a unified spine design with double-sided character art—all tailored for collectors.