There’s a famous story about how no one was invested in the merchandising possibilities of Star Wars until May of 1977, when the movie actually came out and the lines were long. Kenner, who had picked up the rights to make action figures, could not get them ready in time for the holiday shopping season seven months later. Instead, kids received IOUs under the tree from Kenner, promising the tickets could be redeemed for figures later.

Now we’re seeing that play out again with KPop Demon Hunters. The interest in creating products based on this movie was at Absolute Zero until June 20, 2025, and NO ONE was prepared. You can set your watch to this and find out exactly how long it takes for a piece of merch to get from concept to shelf. Halloween costumes are on the easier and quicker side; Spirit Halloween was able to stock official Rumi, Mira and Zoey outfits in time, and Sony is encouraging people to wear them to the theatrical re-release Halloween night.

Mattel and Hasbro shouted from the hills this morning that they have secured the rights to make lots and lots of KPop Demon Hunters things, of which there has been demand for months. Mattel will produce dolls, action figures, accessories, collectibles, playsets, and unnamed mysterious collaborations with co-brands, while Hasbro will handle plushies, electronics, and what they refer to in the industry as “roleplay” items — things like giant plastic swords. They were called roleplay items well before cosplay and D&D went mainstream.

With all the technology modern toy companies have at their fingertips, is there enough time to make Christmas? …There is not. Mattel says it will take until the spring of 2026, nine months after the movie’s debut, for their products to begin appearing in stores. But the modern version of the IOU, the preorder, will be open by Mattel on November 12. That is when Mattel’s first product, a three-pack set of HUNTR/X dolls, will be offered.

However it’s Hasbro that will have the privilege of introducing the very first piece of KPop Demon Hunters merch to be offered for immediate sale. It is a customized version of the card game Monopoly Deal, and it becomes available…drumroll…January 1, 2026. JUST missed the season!

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