Mattel has unveiled a new line of dolls inspired by “KPop Demon Hunters,” the most-watched film in Netflix history, with more than 500 million views since its June release, according to Reuters, cited by News.ro. The announcement was made at the Nuremberg International Toy Fair, Startup Cafe reports.
The US toymaker admitted it did not anticipate the film’s explosive popularity and missed the opportunity to benefit from strong holiday-season sales. The new toy line is set to roll out this summer, roughly one year after the film’s premiere, in an effort to sustain interest in the franchise.
“We truly believe this brand has evergreen potential,” said Roberto Stanichi, Mattel’s global brand director. The company is preparing several additional collections and product series to be released throughout the year.
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Franchise supports Mattel’s shift toward entertainment
For Mattel, which has faced declining retail toy sales, the franchise arrives at a critical time as the company seeks to reposition itself as a global entertainment player. With more than 14 films in development, Mattel aims to replicate the success of the 2023 “Barbie” blockbuster. A new “Masters of the Universe” movie is scheduled for release in June, alongside a He-Man toy line.
The development process for the toys, which typically takes around 18 months, was accelerated for this franchise, with Mattel working closely with Netflix to preserve design details. Dolls based on characters Rumi, Zoey, and Mira will launch in two versions, including models that sing their Billboard-topping hit “Golden.” The characters will also feature in Polly Pocket, UNO, and Little People Collector lines, with some products reaching stores in the autumn.
Photo: Reuters
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