KPop Demon Hunters became Netflix’s most-watched film in 2025, but fans hoping to buy official merchandise have been disappointed by empty store shelves. With collectors searching for whatever they can find, we’re tracking what’s currently available, what’s on the way, and why this breakout hit left the toy and collectibles industry unprepared.
The Film
The international hit film KPop Demon Hunters centers on HUNTR/X, a girl pop group composed of Rumi, Mira, and Zoey. They perform as idols by day and hunt demons by night. Their voices power the Honmoon, a magical barrier that protects the human world from demon invasion. The demons are led by Gwi-Ma, who creates a rival boy band called the Saja Boys to steal fans and weaken the barrier. Meanwhile, Rumi struggles with her secret half-demon heritage.
Released in June 2025, KPop Demon Hunters is the most popular film of all time on Netflix, generating over 500 million views to date.
Origins & Canadian Connection
The concept of the film originated from a 2018 pitch by director Maggie Kang to producer Aron Warner at Sony Pictures Animation. Drawing from her Korean heritage, Kang infused the story with Korean mythology, demonology, shamanism rituals involving song and dance, and her love for K-pop.
Maggie Kang has strong Canadian ties. She immigrated from Seoul, South Korea, to Toronto, ON at age five and grew up in North York. She considers herself both South Korean and Canadian, crediting Toronto’s multicultural environment for nurturing her cultural pride and shaping her storytelling.
Kang studied classical animation at Sheridan College in Oakville, ON. DreamWorks Animation recruited her during her third year. This Canadian foundation launched her career, leading to work on films like Puss in Boots and Kung Fu Panda 3 before she directed KPop Demon Hunters. Animation was handled partly at Sony Pictures Imageworks in Vancouver and Montreal.
The project was officially announced in March 2021. Kang co-directed with Chris Appelhans.
Licensing Deals
In October 2025, Netflix announced that both Mattel and Hasbro had been named global co-master toy licensees for KPop Demon Hunters, marking what the streaming company describes as an unprecedented partnership structure in the toy industry.
Mattel will develop products including dolls, action figures, accessories, collectibles, and playsets, while Hasbro’s lineup will feature special plush, youth electronics, role play products, and collaborations with its existing brands like Hasbro Games and Nerf. The first product, Monopoly Deal: KPop Demon Hunters, was open for pre-order starting in October 2025 and is available now. The full product range from both companies will be available at retail beginning spring 2026 and continuing through the 2026 holiday season and beyond.
K-pop Photo Card Tradition
K-pop albums typically include at least one random photocard as part of the fan experience, a practice that became widespread around 2010 with Girls’ Generation’s album “Oh!” KPop Demon Hunters follows this model across its music releases. The randomness is intentional, encouraging fans to buy multiple copies to collect different member cards and creating a trading market.
Collectors have documented 157 photocards across eight KPop Demon Hunters releases, including singles like “Golden,” “How It’s Done,” “Free,” “Your Idol,” “What It Sounds Like,” “Soda Pop,” and “Takedown,” plus the Netflix film soundtrack which contains the largest set with 36 photocards.
Merchandise Shortage
For fans and collectors, official merchandise for KPop Demon Hunters remains difficult to find. The Netflix show became a surprise hit in 2025, and demand spiked quickly while production of merchandise lagged behind. Netflix had limited licensing deals in place before the show’s release. Today, fans are buying whatever they can find, like official t-shirts, socks, hats, buttons, posters, or even turning to unofficial products.
For collectors, here’s what’s currently available and what is rumoured to be in the pipeline (we will update this list over time)…
Available now:
- PHOTO CARDS: Republic Records (one card included with CD purchase)
- PHOTO CARDS: Republic Records (two cards included with vinyl album purchase)
- CARDS & GAMES: Monopoly Deal: KPop Demon Hunters
- FIGURES: Funko Pop!
Coming soon:
- CARDS & GAMES: Magic: The Gathering, Secret Lair, rumoured (via Wizards of the Coast, owned by Hasbro)
- ACTION FIGURES: Mattel
Trading card grader CGC gave us a look at their first graded item from the franchise. They graded a promo photo card issued with the purchase of a CD of the movie’s soundtrack. It received a grade of Gem Mint 10.
PSA also recently showcased a card featuring the song “Golden” which they graded a PSA 10.
The Music
The movie’s soundtrack has accumulated billions of views on YouTube through official music videos and lyric videos on the Sony Animation channel. As of late 2025, the seven main music videos have generated over 2 billion combined views.
The music collection has emerged as one of 2025’s biggest original soundtrack successes. The album spent 16 consecutive weeks on the Billboard 200 and reached #1, driven by strong streaming performance and rapidly growing physical sales.
Streaming provided initial momentum, but a key turning point came when the standard 12-track CD was released broadly to retailers. Issued in five collectible variant covers — each with a poster and randomized photo card — these physical editions drove a significant sales surge and sustained the album’s extended chart run.
“Golden” is a standout song from the soundtrack, featuring vocals by EJAE, Audrey Nuna, and Rei Ami. The anthemic pop track serves as the film’s emotional and thematic centerpiece, tied to Rumi pushing the group to create the ultimate “Golden Honmoon.” The song functions as both a pivotal story beat and the main commercial hook.
To date, “Golden” has earned almost a billion views on YouTube through the Sony Animation channel. Its prominence has led to high-profile live performances, like The Tonight Show Starring Jimmy Fallon, including year-end TV specials and awards-season showcases, which generated millions of additional views and attention.
The track has earned multiple Grammy nominations, including Song of the Year. It also won a Golden Globe for Best Original Song.
Outlook
The merchandise landscape for KPop Demon Hunters reflects a familiar challenge in entertainment licensing: matching supply to unexpected demand. While the Mattel and Hasbro partnerships signal a robust product pipeline beginning in spring 2026, current collectors face a sparse market limited to basic apparel, Funko Pops, and the recently released Monopoly Deal game. As production ramps up over the next year, the current scarcity may actually benefit early adopters, potentially making today’s limited merchandise more in demand to dedicated collectors in the future.
Image sources: Netflix.com, CGCcards.com, PSAcard.com
GEEKY NOTE: Although there are several variations of the name (K-Pop Demon Hunters and K-Pop: Demon Hunters), the official spelling of the film and IP is “KPop Demon Hunters” (no hyphen and no colon), according to Netflix.
DAD NOTE: My daughter Ella helped select the images and content for this story. Thanks, Ella Bella! 😉
Fabio Del Rio
Founder, Publisher
Collector since: 1983
Currently: Professor and Developer of ‘Business of Sports Collectibles’ college-accredited course and Micro-Credential (Northern College, OntarioLearn). Publisher and Developer of tabletop card games, puzzle games and puzzles. Pitching Coach of Brock University Men’s Baseball team.
Formerly: VP of Product Development and VP of Production at In The Game (former NHL/NHLPA card licensee). Editor and Trends Editor at Trajan Media (Charlton Standard Catalogue of Hockey Cards, Canadian Baseball Cards, Canadian Sports Collector magazine, Non-Sport Report, and more).
Fun Fact: Ate a worm for a jersey, basketball and baseball. Ask for more details when you meet him at a show.
