The strategy of Mattel to conquer new audiences with Kpop Demon Hunters faces an unexpected obstacle: piracy. While the franchise consolidates itself as one of the greatest phenomena of recent entertainment, the absence of official merch on the market has opened the door to a wave of unauthorized products that already dominate physical and digital points of sale.

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The case highlights the monetization challenges faced by global brands, where the success of an intellectual property can be immediate, but its commercial exploitation takes months to materialize.

Why is Kpop Demon Hunters key to Mattel’s strategy?

Kpop Demon Hunters became one of Netflix’s biggest hits in 2025. Since its premiere in June, it has accumulated more than 325 million views in 91 dayspositioning itself as the number one movie in the history of the platform.

The impact was not limited to streaming. The franchise also conquered the music industry, with the single Golden leading the Billboard Hot 100 as one of the longest-running successes of a female group in the 21st century. The song also won a Golden Globe and an Oscar for Best Original Song.

For Mattel, this phenomenon represents a strategic opportunity: to build a new franchise capable of competing with historical brands such as Barbie and Hot Wheelswithin its model focused on IP and entertainment.

What problem is Mattel facing with Kpop Demon Hunters merch?

Despite global success, there is a gap between demand and official product supply.

Mattel began pre-sales of its dolls in November 2025, but the first deliveries are scheduled until after the first half of 2026with a massive launch scheduled for October of the same year.

This delay has created a vacuum that the informal market has quickly taken advantage of. In the streets of the Historic Center of Mexico City, the supply of unofficial products is growing at high speed.

Prices vary significantly:

• Basic figures: from 50 pesos
• Blind boxes: around 150 pesos
• Barbie-type dolls or dolls with sound: up to 450 pesos or more

This informal offer has become an alternative for consumers looking for affordable options or who cannot wait for the official launch.

How much will official Mattel dolls cost?

The official dolls of Kpop Demon Hunters They will be available as premium products. According to Mattel Creations, its estimated price will be 3,300 Mexican pesos. They are a limited edition, with high fidelity to characters and a collectible focus.

This premium positioning contrasts with the pirate offer, which widens the gap between both markets.

What products is Mattel preparing together with Netflix and Hasbro?

The licensing strategy is one of the pillars of Mattel’s business. In alliance with Netflix and Hasbro, the company will develop a wide range of products starting in 2026:

• ⚫ Collectible dolls
• ⚫ Action figures
• ⚫ Accessories and stuffed animals
• ⚫ Role-playing games
• ⚫ Board games like MONOPOLY Deal: Kpop Demon Hunters

These alliances seek to capture the value of the global phenomenon and take the franchise to multiple categories.

Mattel financial reports

Mattel’s financial reports show that the company is transitioning to a model based on brands and entertainment:

• ⚫ Sales 2025: 5,348 million dollars (-1%)
• ⚫ Net profit: -27%
• ⚫ Growth in Q4: +7%

In this context, projects such as Kpop Demon Hunters are key to driving future growth, especially in digital and licensing segments.

What role do Barbie and Hot Wheels play in new franchises?

While Mattel develops new brands, its traditional franchises show different dynamics:

• ⚫Hot Wheels: double-digit growth and main driver of the business
• ⚫Barbie: fall of 7% in sales in 2025

This contrast reinforces the need for diversification. Kpop Demon Hunters emerges as a bid to connect with the Generation Zin line with global trends in cultural consumption.

What does this case reveal about Mattel’s strategy?

The piracy case exposes one of the main challenges of the IP-based strategy:

• Content goes viral immediately
• Physical marketing requires more time
• The informal market responds faster than brands

Still, Mattel keeps its bet. The company has announced investments of around 150 million dollars in technology, marketing and digital development to strengthen its brand ecosystem.

What can you expect from Mattel in 2026?

By 2026, Mattel anticipates:

• ⚫ Revenue growth between 3% and 6%
• ⚫ Launch of new franchises and products
• ⚫ Expansion in digital marketing and data

Furthermore, it will allocate about $40 million in performance marketingkey to positioning new properties like Kpop Demon Hunters.

When will the original Mattel K-Pop dolls be available?

The official release date for dolls The K-Pop Warriors from Mattel is scheduled for October 2026. This is a highly anticipated collection, characterized by its premium appearance and great fidelity to the heroines of the successful film.