If the Labubu craze of last year is starting to feel like a hazy fever dream, get ready to relive it all over again.
At last week’s Nuremberg Toy Fair, Hasbro and Mattel unveiled their upcoming KPop Demon Hunters product lines, with action figures, games and collectibles due to hit shelves in the coming months.
The 2025 film, now Netflix’s most streamed title ever, was an instant hit with fans and critics alike, earning Golden Globe and Grammy awards, sparking numerous TikTok trends, and dominating Halloween costume searches around the world.
Capitalising on its massive following, the new ranges feature ‘premium’ American Girl dolls inspired by the characters at $165 (£121) each, KPop Demon Hunters Furby Furblets at $14.99 (£11) each, and Nerf toys modelled after their iconic demon-hunting gear from $9.99 (£7.32).
But the items most likely to take Labubu’s ‘must-have status symbol’ crown are Mattel’s $6.47 (£4.73) Hello Friend Mystery Clips and $5.39 (£3.94) Polly Pocket ramyeon cup or soda can keychain charms.
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Like with Labubus, shoppers can collect various versions of these and clip them to bags or clothing, showing off their favourite character to other fans via a brightly-coloured, on-trend — yet not extortionately-priced — accessory.
Sarah Johnson, Flourish founder and retail expert, notes that these ‘accessible’ entry-level products will create appeal among the core teen viewership of the film, while collectors will be willing to pay more for higher-end pieces as long as ‘they feel genuinely display-worthy.’
‘It always works well when there’s a range to collect, as that naturally drives repeat purchases,’ she tells Metro. ‘We see this all the time in retail — if you can build collectability, it keeps customers coming back.’
At the peak of Labubu mania, marketing academics highlighted how it fostered a unique ‘brand community’ online, as people shared everything from hauls to homemade outfits. And KPop Demon Hunters already has a large, highly-engaged audience: 464,000 followers on Instagram and 182,000 subscribers on Reddit, to be exact.
Plus, with a sequel reportedly in the works, the only way is up for the franchise — and its marketability going forward.
Sarah explains: ‘This feels like a solid, well-thought-through range with longevity, rather than a viral frenzy, which is reflected in products like the Monopoly version.
‘This is clearly seen as a franchise with a future. That gives brands the confidence to invest in product development, because they expect a longer-term return rather than a one-off spike.’
Mattel’s initial post announcing the collaboration received over 225,000 likes, with pre-orders selling out in a matter of hours, prompting the toy manufacturer to release a second drop.
Despite the range’s potential though, Sarah says it’s unlikely ‘we’ll see Labubu-level chaos just yet’. To achieve the same level of mass-market popularity, these products would need to cross from ‘strong collectible moment’ among a ‘defined audience’ into the wider world of fashion and celebrity culture.
It’s difficult to predict when a trend will hit the mainstream in this way; an ugly-cute plush toy based on a barely-known 2015 graphic novel series becoming a global phenomenon certainly wasn’t on most people’s 2025 bingo cards.
But after K-pop star Lisa of BLACKPINK posted a photo of a Labubu in mid-April of 2024, that’s exactly what happened next. And with BTS (probably the most notable artists in the genre’s history) having identified themselves as KPop Demon Hunters fans, it’s certainly possible these toys will follow the same trajectory.
‘This range backs up success that’s already been achieved and signals confidence that it will continue,’ Sarah adds.
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