Mattel Will Release KPop Demon Hunters Figures January 1
The third wave of action figures includes new character versions and accessories.
Updated on Sept. 27, 2026 in Action/Adventure
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Mattel has announced that the third wave of KPop Demon Hunters action figures will launch on January 1, 2017. These figures feature characters from the film currently streaming on Netflix.
Why it matters
The release expands on the merchandise line for the KPop Demon Hunters franchise following a global licensing deal between Mattel and Netflix. This new wave offers fans updated versions of central characters with enhanced posing capabilities.
The new 6-inch figures retail for $21.99 each and feature 18 to 21 points of articulation. Each unit comes with a display stand and various interchangeable parts.
The players
Mattel
This American multinational toy company owns a vast portfolio of brands and holds the global license for KPop Demon Hunters merchandise.
Netflix
This streaming media platform maintains exclusive distribution rights for the KPop Demon Hunters film and licensed the property to Mattel in 2025.
The details
The third wave includes demon-themed versions of Saja Boys members Abby and Romance, along with Mira in her What It Sounds Like outfit and Derpy Tiger with Sussie. These products will be sold through both physical storefronts and online retail channels.
Timeline
October 2025 marked the month Netflix awarded the global licensing rights to Mattel.
September 2026 was when the second wave of action figures began shipping.
January 1, 2017 is the scheduled release date for the third wave of figures.
Roadmap
This release continues the expansion of the KPop Demon Hunters toy line, positioning Mattel to capitalize on the franchise's presence on Netflix. The strategy mirrors broader industry trends of aligning physical merchandise drops with sustained streaming visibility.
Fans can purchase these figures for $21.99 at major retailers starting in January. Collectors should monitor both online storefronts and local toy aisles to ensure availability during the launch.
The takeaway
Collectors should track official retailer announcements to secure inventory at the $21.99 price point. The inclusion of interchangeable parts and stands suggests these items are designed for both play and display.
Further reading
Discover more about the latest industry releases in our Action/Adventure section.
Source note: This article includes information reported by Forbes.
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