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Summary
Mattel has launched the KPop Demon Hunters Deluxe Rumi Fashion Doll, expanding its merchandise line for the Oscar-winning Netflix film. The movie, a global sensation since its June 2025 release, led to Mattel securing the master toy license in October 2025. This new 11 1/3-inch doll features 11 points of articulation, Rumi’s movie-inspired battle outfit, rooted hair, and her Sain-geom, presented in deluxe packaging. It follows earlier releases like minifigures and 12-inch fashion dolls, including singing versions. Priced at $54, the Deluxe Rumi doll is available now, with Mattel Creations shipping on September 25th, while Amazon offers quicker delivery. More KPop Demon Hunters merchandise, including American Girl-styled dolls and a fan-selected Demon Jinu doll, are planned for future release.
“KPop Demon Hunters” Deluxe Rumi Doll.
Mattel
Mattel is giving HUNTR/X singer Rumi the deluxe treatment with the release of a new KPop Demon Hunters fashion doll.
KPop Demon Hunters became a global sensation,
KPop Demon Hunters became a global sensation, of course, following its release on Netflix on June 20, 2025. The blistering success of the film kicked off a major merchandising initiative not long after. In October of 2025, Netflix awarded Mattel the global master license to manufacture KPop Demon Hunters dolls, action figures and other toys based on what went on to win the Best Animated Feature Oscar at the 2026 Academy Awards.
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Mattel released its first KPop Demon Hunters product in May with the sale of minifigures of several characters from the animated movie musical, and followed up in late summer with the release of 12-inch scale fashion dolls of HUNTR/X members Rumi, Mira, and Zoey, and Saja Boys member Jinu.
The company also recently released singing versions of the 12-inch scale dolls, which feature the trio in their performance outfits along with song clips of the movie’s Oscar-winning Best Original Song “Golden.”
Following the recent debut of the fashion
Following the recent debut of the fashion and singing dolls based on the film, and just ahead of the arrival of the first wave of 6-inch action figures, Mattel has just released the KPop Demon HuntersDeluxe Rumi Fashion Doll.
The deluxe version of Rumi is 11 1/2-inches tall and has 11 points of articulation. The doll is wearing a soft-goods version of her movie-inspired battle outfit and features fully rooted hair and film-accurate makeup. The doll, which includes a sculpted version of Rumi’s Sain-geom, is featured in deluxe window-box packaging.
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The KPop Demon HuntersDeluxe Rumi Fashion Doll is available at the Mattel Creations retail site and at other major retailers, and retails for $54. Although the doll is noted as “in stock,” Mattel Creations noted on the product page that it will start shipping on Sept. 25. However, Amazon lists the deluxe Rumi doll as “in stock” and, as of the publication of this article, notes that it is “available to ship in 1-2 days.”
Mattel still has more KPop Demon Huntersmerchandise
Mattel still has more KPop Demon Huntersmerchandise on the way, including American Girl-styled 18-inch dolls of Rumi, Mira and Zoey, as well as Mattel Creations exclusive 3-pack of HUNTR/X “What It Sounds Like” dolls that went up for pre-order in November 2025.
Also on the way is a Demon Jinu 12-inch fashion doll that was selected by fans in a Mattel Creations poll in June. That doll, however, is not scheduled to be released until June 2027.
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Source: www.forbes.com
