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Mattel ( MAT ) unveils lineup of dolls at Nuremberg Toy Fair

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Mattel ( MAT ) worked closely with Netflix ( NFLX ) for faster development

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Singing dolls feature Billboard hit, signature outfits

(Add details in paragraph 11-12)

By Louisa Off and Miranda Murray

NUREMBERG, Germany, Jan 27 (Reuters) - Mattel ( MAT )

teased fans of "KPop Demon Hunters" on Tuesday with a new

line-up of dolls to be rolled out later this year after it

failed to ‌cash in on the success of the runaway Netflix ( NFLX )

hit over the holiday shopping season.

"KPop Demon Hunters" is Netflix's ( NFLX ) most popular film ever,

hitting ​over 500 million views since its June release. Mattel ( MAT ),

however, did not foresee its crossover appeal, a ‍source told

Reuters last year.

The new toys will start rolling out this summer, ⁠roughly a

year after the film's ⁠release, as Mattel ( MAT ) hopes merchandise can

stoke its continued popularity.

"We really believe that this brand and this franchise has

evergreen potential," Roberto Stanichi, ‌Mattel's chief global

brand officer, told Reuters at the International ​Toy Fair in the

southern German city of Nuremberg, where the toys were unveiled.

"We're going to be staging different collections, different

assortments throughout the year," he added.

FROM TOYMAKER TO ENTERTAINMENT ⁠PLAYER

Facing declining retail sales, the Barbie and Hot ‍Wheels

maker is ​repositioning itself as a global entertainment player,

giving new life to its intellectual properties through Hollywood

partnerships.

With more than 14 films in the pipeline, Mattel ( MAT ) hopes to

repeat the success of 2023 blockbuster "Barbie" ‍with a

live-action version of "Masters of the Universe" in June and

will release a new He-Man toy line soon to build buzz.

While no announcement has yet been made, industry

publication Deadline reported that a "KPop Demon Hunters" sequel

is in the works for a possible 2029 release.

"We have ambitious plans for the franchise, but I'm not able

to share them yet," Filippo Zuffada, senior director of consumer

products at Netflix ( NFLX ), told Reuters. "Merchandise is ​essential to

extend ‍the life of an IP like this."

Netflix ( NFLX ), which was already offering "KPop Demon Hunters"

apparel, accessories and collectibles through its online shop,

announced a licencing partnerships with Mattel ( MAT ) as well as Hasbro ( HAS )

in ​October.

Mattel's ( MAT ) Stanichi said the process of developing a product

from an idea to commercial launch typically takes around 18

months, and, for the KPop Demon Hunters line, it worked with

Netflix ( NFLX ) to speed that up without sacrificing details.

SINGING DOLLS, POLLY POCKETS PLANNED

The dolls inspired by Rumi, Zoey and Mira - the film's girl

band members by day, demon hunters by night - will initially be

available with two looks, including dolls who sing their

Billboard No. 1 hit "Golden".

The HUNTR/X stars along with frenemy ​boy band Saja Boys

members and other characters will be released across Mattel's ( MAT )

Polly Pocket, UNO and Little People Collector brands.

The dolls will sell for around $40 to $45, while Polly

Pocket tiny capsules, featuring the girl band's favourite ramen

cups, will retail for about $8.

Some products will not ‍be available until autumn.