Netflix’s “K-pop Demon Hunters” Launches Toys and LEGO Sets Following Global Success

Netflix’s animated film “K-pop Demon Hunters” is entering full-scale commercialization starting with the release of LEGO sets this summer. Released in June 2025, the film struggled at first but became Netflix’s highest-grossing title within 90 days. It won the Best Animated Feature award at the Critics Choice Awards and was nominated for Academy Awards in the Best Animated Feature and Best Original Song categories. Its original soundtrack track “Golden” earned a Grammy Award for Best Music Video, further proving its global success.

LEGO announced on February 4 that it will release “K-pop Demon Hunters” sets this summer, with additional sets planned for 2027. Pre-orders for these sets are set to open this spring. A video showing one of the film’s main characters, Derpy, knocking over a potted plant was released, and Lena Dickson, LEGO’s senior vice president, said, “We are thrilled that ‘K-pop Demon Hunters’ fans and LEGO enthusiasts can finally combine their passions and immerse themselves in the world of K-pop Demon Hunters through LEGO builds.”

Mattel’s American Girl dolls will also be officially released. Dolls representing the film’s three main characters—Rumi, Mira, and Joy—are available for pre-order on the American Girl website at $165 each, with deliveries scheduled by November 27, 2026. Rumi’s doll features lavender hair, a white cropped top, jeans, and black boots, along with a Sain-Geom sword, a charm bracelet, and a satin hair tie. Mira’s doll has pink high-ponytail-style hair, a black graphic T-shirt, glove-like hand covers, a yellow skirt, and black boots, plus a Gok-Do sword, a belt loop charm, and a black satin choker. Joy’s doll has short black hair styled in bangs, a cyan leather cropped top, multicolored satin joggers, and black bracelets, along with a Shin-Kal sword, a yellow charm bracelet, a gold bracelet, and blue and yellow sneakers. A 3-pack set including all three dolls was also released in November 2025.

The film’s production team invested significant creativity into designing the Saja Boys characters. Animation director Joshua Beveridge said, “The president of Sony Animation suggested, ‘Let’s objectify men to extreme levels.’ We held several meetings discussing whether men should have nipples and where they should be located.” Producer Michelle Wong explained, “Nipples are usually not depicted in animations, so we handled them with as subtle a texture as possible.” Maggie Kang, co-director and creator of the film, mentioned that it took six months to create the abdominal muscles for the characters.

Kristin Belson and Damien De Provostville, presidents of Sony Pictures Animation, hinted in an interview with Hollywood Reporter that a sequel is unlikely to release before 2029. This is because animation production takes years, and the directors are currently focused on the award-season success of the first film. Fans may have to wait until 2030, 2031, or later to see a sequel.

James Carson, an animator from Belfast who worked on the film, left behind his past job as a delivery driver at a London animation company to handle graphics for globally famous films such as “Mulan,” “Spider-Man: New Universe,” and “Alice in Wonderland.” Now a CG director at Sony Pictures Imageworks, he said, “It’s very interesting to experience an unexpected blockbuster success like ‘K-pop Demon Hunters.’ It’s impressive to see the characters we worked on for long hours in front of computers and then see real people dressed as those characters.”