LEGO KPop Demon Hunters coming soon!
Posted by CapnRex101,
In potentially the most predictable LEGO theme announcement ever, KPop Demon Hunters sets are coming soon! The press release follows:
Gonna be Golden! The LEGO Group and Netflix Announce a Supernatural Collaboration to Bring the World of KPop Demon Hunters to Life in LEGO Toys
Today, the LEGO Group and Netflix announce a new collaboration for LEGO products based on Netflix’s most popular movie, KPop Demon Hunters. The collaboration aims to unite the KPop Demon Hunters universe with the world of creative LEGO brick building, with one new product being revealed and coming to eager fans for pre-order this spring, and additional sets coming in 2027.
Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group, said: “We are beyond the (hon)moon about this new collaboration! KPop Demon Hunters and LEGO fans will finally get to combine their passions and immerse themselves in the world of KPop Demon Hunters through LEGO building. The movie has taken the entire world by storm, and we just couldn’t wait to work with Netflix on this one. We hope fans will be as excited about the sets as we are!”
Marian Lee, Chief Marketing Officer at Netflix said: “As KPop Demon Hunters continues to break records both on and off screen, we’re delighted to continue expanding this world IRL and partner with the LEGO Group for a brand new collection of beautifully designed and authentically-detailed sets – FOR THE FANS!”
The cultural phenomenon KPop Demon Hunters has reached more than 500 million views on Netflix since it debuted last June fuelled by global fans’ love of the characters, music and celebration of Korean culture. Among many other accolades, awards and record-breaking achievements, the music of the film continues to make history with HUNTR/X being the first K-pop girl group to reach #1 on Billboard’s Hot 100 and “Golden” being one of the first songs by K-pop artists to be nominated for Song of the Year at the Grammy Awards.
The first ever LEGO KPop Demon Hunters set launching this summer will bring to life the beloved, supernatural creature from the movie. Designed for ages 9+, this set is great for both play and display – shining on your shelf. The additional sets coming in 2027 will expand the LEGO KPop Demon Hunters universe with new creative play opportunities.
KPop Demon Hunters follows K-pop superstars HUNTR/X, who, when they aren't selling out stadiums, use their secret identities as demon hunters to protect their fans from an ever-present supernatural threat. Together, they must face their biggest enemy yet – an irresistible rival boy band, Saja Boys, who are demons in disguise. KPop Demon Hunters is streaming exclusively on Netflix.
Like so many other people, I watched KPop Demon Hunters out of curiosity last summer and absolutely loved it! I am not at all surprised to hear of upcoming LEGO sets, though relatively few obvious possibilities for sets come to mind. Nonetheless, I will publish an article about the options shortly.
Are you looking forward to LEGO KPop Demon Hunters? Let us know in the comments.
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59 comments on this article
It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
@CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to get behind something years after it was popular.
"
Yep. They seems to almost always be late to the party.
At least they aren't as late with this, as they are with Yu-Gi-Oh.
Star Wars & most of disney princess being exceptions
So, the rebranded Korean Hidden Side mixed with Dreamzzz...
@Murdoch17 said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to get behind something years after it was popular.
"
Yep. They seems to almost always be late to the party."
Which is a smart business decision. Let the fanbase grow first, and then pick up the license so you can more easily roll out your product. Since these sets are slated for this year, this means they were already in the early stages of production before the movie came out, which is really quite fast for a totally new franchise.
@CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist.
The sound design on the ad was amazing.
@WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
Don't forget Prince of Persia in that list of flops!
@johleth said:
"At least they aren't as late with this, as they are with Yu-Gi-Oh."
its alive and well, there is hugely popular trading card game
This seems timely? It seems popular enough. I will enjoy guessing who the characters are and what their place in any and all overarching stories might be (I'm guessing these are Korean World of Warcraft-players). I am, as always, interested in spotting cool new parts and/or recolours. Mostly, I can't wait to taste the impotent fury of the Brickset-commenters who fume over how they hate this theme and LEGO is ruined FOREVER because of it. Om nom nom nom nom.
I’m excited for this! The movie is great, also visually which should make for plenty of interesting looking sets. I’m curious if this’ll be minifig or minidoll-based though! Normally I’m all for regular figs but minidolls would absolutely make for a much better match to the source material. I’m guessing it’ll depend on who they’re targeting, mainly girls or boys also? I’m curious if the film is even remotely popular with boys, now that I think about it. Plenty of adult men seem to enjoy it but I don’t think adults are gonna be the primary target audience for this theme (but who knows, maybe there’ll be some 18+ sets in there as well).
@watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999
Can't wait!
@StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
In LEGO’s defense there; the prequels just rolling out made Star Wars more relevant at the time. That, and the company was still a bit back and forth on if it was even appropriate to make said sets.
@StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)
@johleth said:
"At least they aren't as late with this, as they are with Yu-Gi-Oh."
I don't really understand this sentiment. The Yu-Gi-Oh set is clearly being aimed at the people who grew up with the anime in the 2000s. It really is no different from making a set out an old movie, like they've done with The Goonies and Jaws.
That's great! I wonder if the 2027 sets will have minidolls or minifigs. Honestly looking forward to either, and I'm thrilled these are coming.
@Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD.
I know what my daughter will order for her birthday this year ^^
@Murdoch17 said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to get behind something years after it was popular.
"
Yep. They seems to almost always be late to the party."
From what I hear, everybody is late to the Demon Hunter party. Nobody expected it to be a hit and more of a Netflix throwaway. All the big toy companies are going to be pushing K-Pop DH merch since none was created when the thing was released originally.
"The cultural phenomenon KPop Demon Hunters has reached more than 500 million views on Netflix"
@CapnRex101 That is hard to believe after seeing how many ppl rated it on most popular movie websites.
I have no idea what it is but of course I don't have to know everything. Just wondering if case is similar: when 21339 BTS set was coming ppl were talking that massive hype guarantees success. Well set was long time on discount in central Europe (still is at resellers)
It has begun.
@Jotahesse1 said:
" @Murdoch17 said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to get behind something years after it was popular.
"
Yep. They seems to almost always be late to the party."
From what I hear, everybody is late to the Demon Hunter party. Nobody expected it to be a hit and more of a Netflix throwaway. All the big toy companies are going to be pushing K-Pop DH merch since none was created when the thing was released originally."
Precisely. The film was released quietly and was expected to do very little, and so all merchandisers absolutely scrambled once it became a mega-hit the likes of which haven't been seen since "Frozen". This timing is LEGO being as on the ball as they are able to be, given that this film had zero support and anticipation before release.
I'm surprised we're not immediately getting minidoll sets, though. Creature display models aren't gonna be the kids' go-to. That feels like LEGO missing the landing, though it seems like this property will endure enough for minidoll sets to do well whenever they release.
My son is gonna go bananas with anything LEGO produces for KPop Demon Hunters.
One step closer to Lego Spongebob, and I'm about to break!
As always, with themes I’m not interested in, or know anything about, I’m excited for the people who will love it and I’m excited for new parts and recolors.
@Jotahesse1 said:
" @Murdoch17 said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to get behind something years after it was popular.
"
Yep. They seems to almost always be late to the party."
From what I hear, everybody is late to the Demon Hunter party. Nobody expected it to be a hit and more of a Netflix throwaway. All the big toy companies are going to be pushing K-Pop DH merch since none was created when the thing was released originally."
Lego is never late or early, Frodo Baggins! It arrives precisely when it means to- expensively!!
I've canceled my Netflix account, and I've never felt better.
@Rimefang said:
"I've canceled my Netflix account, and I've never felt better. "
I tried to pause my Disney+ account last month. They charged me anyway.
I tried to cancel my Apple+ that I signed up through Comcast, and I ended up in a three-way gang fight that lasted as long as a Balkan war. Gandalf tells me that my wounds will never really heal.
@Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
Putting on my spelunking gear, sir!
I know almost nothing about KPop DH. Do the antagonists, the demons, have unnatural skin tones? If so, I may be able to repurpose the minifigures as oni (I know, different culture). As a yellowist, I don’t do fleshies.
@CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
Given that this movie was a sleeper hit as initially as even Sony Animation had doubts about it and Netflix was unsure. Suspect the merchandising didn't even really get amped until the fall let alone looking for crossovers like LEGO. Even Star Wars back in 1977 was "late to the table" with product owing to initial feelings about that movie by the studio and letting Lucas have merchandising rights thinking they would be worthless.
So to have product a year after a hit (with no pre-hype) is laudible with a plan going into 2027 in advance of a future 2nd movie to maintain the momentum.
@WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
That being said. The Lone Ranger train is really good. Of course that's if you like trains. :)
@dberger624 said:
" @WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
That being said. The Lone Ranger train is really good. Of course that's if you like trains. :)"
I loved all those Lone Ranger sets, the train especially.
@dberger624 said:
" @WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
That being said. The Lone Ranger train is really good. Of course that's if you like trains. :)"
I love LEGO trains, as for my wallet...
I'd better keep this a secret or my sisters will go nuts.
@Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
4998
150 MILLION years
@Murdoch17 said:
" @dberger624 said:
" @WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
That being said. The Lone Ranger train is really good. Of course that's if you like trains. :)"
I loved all those Lone Ranger sets, the train especially."
So do i and they honestly work better as LEGO. Probably because they're all pretty similar to the 90's Western theme and it's sub-themes.
It blew up within the last year. This isn’t late for a company producing toys based on something that got popular.
@Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Steamboat Willie beats that by a few years!
There are quite a few franchises missed out by 10+ years - Indy, SW, LOTR. But they are more nostalgia offerings although new media might help promote the franchise. Some movie franchises they go for as they are already closely tied to Warner Bros or Disney; Prince of Persia, Lone Ranger, etc. But there are also others where the franchise and sets are aimed at kids that just seem very late, the biggest recent one is probably Despicable Me /Minions. That was huge but LEGO didn't go anywhere near it, then went for it long after the peak popularity.
@dberger624 said:
"That being said. The Lone Ranger train is really good. Of course that's if you like trains. :)"
Lone Ranger and Prince of Persia were both great themes, whether it was for the sets, or the parts and minifigures. And even better when the movies flopped, the merchandising flopped, and the sets were heavily discounted!
Licensing Everything Good Or bad
@StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
Really……….
Something new for the kids, as a wild guess Hidden Side meets Vidiyo boom box 43115.
@billydeewilliams said:
" @Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
4998
150 MILLION years"
31212
13.61 BILLION years
21355 13.8 billion years. Hydrogen atom excitation, carbon atoms, f=ma, Pythagorean theorem.
Finally, it happened.
@tne328 said:
" @Crux said:
" @billydeewilliams said:
" @Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
4998
150 MILLION years"
31212
13.61 BILLION years"
21355 13.8 billion years. Hydrogen atom excitation, carbon atoms, f=ma, Pythagorean theorem."
13.80001 billion years. 76191
@yellowcastle said:
" @tne328 said:
" @Crux said:
" @billydeewilliams said:
" @Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
4998
150 MILLION years"
31212
13.61 BILLION years"
21355 13.8 billion years. Hydrogen atom excitation, carbon atoms, f=ma, Pythagorean theorem."
13.80001 billion years. 76191
"
21304 - Big Bang to heat death of universe
@Murdoch17 said:
" @yellowcastle said:
" @tne328 said:
" @Crux said:
" @billydeewilliams said:
" @Crux said:
" @Murdoch17 said:
" @StyleCounselor said:
" @watcher21 said:
"Star Wars & most of disney princess being exceptions"
Star Wars = 1977
Star Wars Lego = 1999"
I'll do you one better:
Snow White and the Seven Dwarfs film - 1937
Snow White figure in LEGO - 2012 for Duplo / 2017 for minidoll / 2023 for minifig (you also had to wait until 2024 for an set based on the actual film!)"
Snow White, original manuscript by the Brothers Grimm - 1810
Based loosely on the life of Margaretha von Waldeck - born in 1533, died in 1554
House of Waldeck - founded in 1180, in Waldeck, Germany
Germany - first named as such in 98, after the Germanic people
We can go deeper. We SHOULD."
4998
150 MILLION years"
31212
13.61 BILLION years"
21355 13.8 billion years. Hydrogen atom excitation, carbon atoms, f=ma, Pythagorean theorem."
13.80001 billion years. 76191
"
21304 - Big Bang to heat death of universe"
21302 then?
Market farmers ready to harvest.
My daughter just asked me the other day if there were any Kpop Demon Hunters Lego sets and I told her "Not yet."
Yet another licence.
Hurrah.
I knew there were KDH minifigs in Lego Fortnite, so this isn't really surprising. I might just check out the movie, now that it's getting sets. Or not; my wallet might thank me.
@Samuel4El said:
"I’m curious if the film is even remotely popular with boys, now that I think about it."
@LuvsLEGO_Cool_J said:"My son is gonna go bananas with anything LEGO produces for KPop Demon Hunters."
There's your answer.
@CCC said:"There are quite a few franchises missed out by 10+ years - Indy, SW, LOTR."
Those were all released at the same time as new movies, were coming out, though - Indy 4, Episode I, An Unexpected Journey.
Never understood the popularity of this but whatever.
I do think it is an interesting discussion as others have alluded to about how lego is normally really slow at 'cashing in' on pop culture fads (eg. Dimensions at the end of the Skylanders fad) whereas this theyve jumped on the bandwaggon pretty quick.
Id be really curious to know whether Bluey sets had been in the works before the IDEAS projects or whether it was them that made lego consider the IP.
Also interested in how they choose what IPs to follow. Like there would be numerous IPs that are very popular right now (even though I have no interest in them), what makes Kpop demon hunters better than those? Idk. (not saying lego chose wrong just interested in the process).
OnePiece was good because it could appeal to pirates fans and generally just has cool and unique sets like the restaurant (I used the straw hats for early 20th century private school girls, shame I havent got any dark blue western kepi hats for the boys' caps)
At least with Netflix IPs there is some variety. Lots of awesome Korean tv shows and movies but unfortunately in my case they are all more mature audience like police/detective, action, political or historical so lego wouldnt do them.
Better not be mini-dolls
@Murdoch17 said:
" @WhileyFox said:
" @CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
I think LEGO prefers to to do it this way. Especially in cases like Lightyear, The Lone Ranger and Speed Racer where the sets came out before the movies released and were huge flops. So they can go this route or nostalgia baiting. But LEGO seems to be very bad at predicting what media will actually capture the zeitgeist. "
Don't forget Prince of Persia in that list of flops!"
What are you talking about? I'll have you know Prince of Persia was the highest grossing movie based on a video game by the time it left the box office!
@CCC said:
"It might have been predictable, but the timing is not. The standard practice for LEGO is to only get behind something years after it was popular.
"
Better late than never.