Netflix’s “KPOP Demon Hunters” Wins Two Golden Globe Awards and Expands Globally Through Mattel Toy Collaboration

Netflix’s animated series “KPOP Demon Hunters” claimed two awards at the 83rd Golden Globe Awards in the United States on the 11th (local time), winning both the Best Animated Feature award and the Song of the Year award. The series secured the Best Original Song (Film) award for its theme song “Golden,” with Audrey Nuuna, Lee Jae, and Lay Aimi stepping onto the stage to perform the track. Directed by Meggi Kang, “KPOP Demon Hunters” has accumulated over 300 million views on Netflix, while its theme song “Golden” reached number one on the Billboard Hot 100, sparking a worldwide phenomenon.

The global success of “KPOP Demon Hunters” is leading to collaborations across various industries. Bobby, the toy manufacturer, unveiled dolls based on the series’ main characters at the International Toy Fair in Nuremberg, Germany. Fans can pre-order the “American Girl KPOP Demon Hunters” collection on AmericanGirl.com, Mattel’s official sales site, which includes individual dolls of the series’ protagonists Rumi, Joy, and Mira. Mattel stated that each doll reflects the characters’ on-screen appearance and personality, featuring premium materials, delicate accessories, and styling that capture the film’s iconic fashion, music, and attitude.

Nick Karamanos, Senior Vice President of Action Figures and Entertainment Partnerships at Mattel, said, “KPOP Demon Hunters is a true global phenomenon driven by an enthusiastic and rapidly growing fanbase worldwide. Thanks to our close partnership with Netflix, we were able to act swiftly and release products at an impressive pace to meet fans’ demands.” Netflix had previously signed licensing agreements with Mattel, Hasbro, and others in October of last year to produce toys based on the series.

The success of “KPOP Demon Hunters” is attributed to the combination of Korean elements and the global market. Korean elements such as guardians of the afterlife, goblins, kimbap, and ramen are seamlessly integrated into the storylines, while the film’s settings feature various landmarks in Seoul, including Bukchon Hanok Village, Naksan Park, Cheongdam Bridge, and Namsan Park. The series’ impact has extended to tourism and consumer sectors, with an increase in foreign visitors to the National Museum of Korea and a surge in bookings for K-culture experience products.