Mattel is launching a doll based on Jinu, the leader of the Saja Boys from Kpop Demon Hunters, as the franchise expands its commercial footprint. The property has also secured partnerships with Vans, the fashion retailer Lefties, and Korean skincare brand Anua, according to recent industry announcements.
- Mattel: New figure inspired by Jinu, leader of the Saja Boys.
- Vans: Footwear collaboration.
- Lefties: Urban fashion collection for fans.
- Anua: Ongoing skincare partnership.
Mattel’s Entry into the Saja Boys Market
Mattel is bringing the characters of Kpop Demon Hunters to the toy aisle with a new figure. According to reports from Mercado Negro, the company is producing a doll inspired by Jinu, the leader of the Saja Boys. This move marks a transition for the IP from digital or screen presence into physical collectibles.
Streetwear and Footwear Expansion
The franchise is simultaneously targeting the fashion market through two distinct apparel partnerships. A collaboration with Vans has been announced, according to atomix.vg, extending the brand’s reach into the footwear sector.
Additionally, the retailer Lefties has launched a dedicated K-POP DEMON HUNTERS™ collection. The line focuses on urban fashion and street style tailored for the franchise’s fan base, according to reports from En Pozuelo.
Continued Beauty Partnerships
The expansion includes a continued presence in the beauty industry. Korean brand Anua is maintaining its collaboration with Kpop Demon Hunters, according to IPMARK. This partnership aligns the franchise with the broader trend of K-beauty integration within pop culture merchandise.
