Following in the footsteps of Mario, Bluey, and Sauron, The LEGO Group and Netflix are officially joining forces with a new collaboration that will bring KPop Demon Hunters building sets to life.
The first LEGO KPop Demon Hunters product is set to be revealed later this spring, with pre-orders opening shortly after. Additional LEGO sets are already planned for release in 2027. While specific details about characters, scale, or play features remain under wraps, the collaboration positions LEGO squarely in the middle of an escalating race to capitalize on KPop Demon Hunter fever. Clearly this phenomenon is not going away any time soon (even if KPDH 2 is eons away).
That race is already intense! Mattel and Hasbro were both recently named “co-master” toy licensees for the animated franchise, and are both expected to flood the market with toys, collectibles, games, and role-play products tied to the series. So expect KPop Demon Hunters crossovers with Magic: The Gathering or even Dungeons & Dragons alongside the Lego sets, and [checks notes] somewhat horrifying American Girl Dolls inspired by Huntr/x.
Since debuting last June, KPop Demon Hunters has surpassed 500 million views on Netflix, while its soundtrack has seen its own musical success: Huntr/x became the first K-pop girl group to hit No. 1 on Billboard’s Hot 100, while “Golden” made history as the first K-pop song to win a Grammy Award.
With LEGO now entering the fray, KPop Demon Hunters is officially a full-blown pop culture juggernaut. I have personal doubts that anyone cares about Stranger Things as much as Netflix’s merchandise department, but the love for Rumi, Mira, and Zoey is extremely real, extremely palpable, and extremely coming to toy stores near you over the next two years.
