KPop Demon Hunters to Expand Product Line via Collaborations with Lego and Other Brands

Lego Group announced on the 5th that it is entering into an official partnership based on the popularity of Netflix’s animation “KPop Demon Hunters.” The two companies plan to release products step by step, transforming the animation’s universe into creative building experiences using Lego bricks.

The first Lego set is scheduled to begin presales this spring with a full release this summer. It features buildable figures of the animated supernatural characters Derpy and Sussie. These two characters are mythical creatures resembling birds and tigers, respectively. Though not main characters in the animation, they are highly popular among fans.

Lego Group revealed its intention to gradually expand the Lego KPop Demon Hunters universe by releasing follow-up sets by 2027.

Lena Dickson, Senior Vice President of Key Business Units at Lego Group’s Product Group, said, “We are delighted to collaborate with ‘KPop Demon Hunters,’ which has sparked a global phenomenon. We hope fans can enjoy the world of KPop Demon Hunters in their own unique way through building and imagination.”

In addition to this Lego collaboration, KPop Demon Hunters is pursuing merchandise deals with various other brands. Limited edition products featuring a partnership with Cinnamon Toast Crunch are also in preparation, demonstrating a full-scale merchandise strategy driven by the animation’s popularity.