Netflix’s KPop Demon Hunters is already big enough to spawn a plush toy universe. Jazwares has launched an officially licensed Squishmallows collection featuring four fan-favorite characters in plush form: Rumi, Jinu, Sussie, and Derpy.

Each plush is built around Squishmallows’ signature “ultrasoft” fabric and comes as a collector-facing product with the official Squishmallows seal. The specifics help explain why this is more than novelty retail: Rumi is an eight-inch plush with embroidered mismatched eyes and a woven purple braid, including a coffee-brown right eye for her human side and a glowing amber left eye representing her demon heritage as a human-demon hybrid, called a cambion. Jinu is also an eight-inch plush that incorporates his traditional Korean gat into the design to mirror his on-screen look.

From a merchandising standpoint, this is a familiar but still fast playbook: a streamer turns a breakthrough animated series into a “merchandising powerhouse,” and then partners build a ladder of product categories. Billboard notes that Netflix’s animated hit earned widespread acclaim for its animation, Grammy-winning K-pop music, and memorable cast of heroes and villains. Now that audience attention has matured into collecting behavior, Jazwares is moving from screen characters to physical goods, including plushies and other formats tied to the franchise’s supernatural world.

The new Squishmallows wave also spotlights product design choices that translate character lore into retail-friendly details. Sussie makes their Squishmallows debut as an eight-inch plush featuring a distinctive traditional black gat, and the article positions the character’s compact size as especially good for display alongside the rest of the collection. Derpy joins as a magical blue tiger, with Squishmallows recreating a defining striped tail detail that fans are expected to recognize instantly. These are the kinds of small, visual “tells” that reduce buyer friction in a crowded market, because shoppers can spot whether a character feels right without doing homework.

Jazwares is not stopping at plush. Billboard also points to a BumBumz lineup from the makers of the original Squishmallows, scheduled for release on Aug. 20 and currently available for pre-order on Amazon. That set includes plush versions of the Light Stick, White Couch, Ramen, and Derpy. At 4.5 inches sized for easy display, travel, or desk décor, it’s another step in converting recognizable objects from the film into collectible versions that can expand beyond character-led buying. The inclusion of Derpy again is also a quiet but important strategy: repeat a proven character across product lines to keep the franchise “top of shelf” and encourage cross-buying.

For executives, the headline takeaway is that Netflix content is acting like the center of a multi-part supply chain. Billboard lists multiple major merchandising collaborations following the movie’s breakout success: Mattel KPop Demon Hunters dolls, Hasbro’s NERF role-play weapons, Furby collectibles, Little People Collector sets, Old Navy apparel, Vans footwear, and other officially licensed products that continue to expand the franchise beyond the screen. When a single title can support apparel, footwear, toys, desk décor, and home video, it changes how partner incentives work. Brand owners and licensors do not just sell one SKU, they build a recurring retail narrative where each new wave keeps the franchise present during new seasons of shopping.

Finally, the physical home-video channel is also moving. Fans who want a collectible DVD can pre-order KPop Demon Hunters from The Criterion Collection in Blu-ray and 4K Ultra HD editions. The release is currently listed for December 31, 2026. Criterion’s DVDs tend to include deleted scenes, bonus material, and audio and visual updates, though details on possible bonus features have not been released yet. That matters because collectors often treat premium media as part of the same hobby ecosystem as toys and apparel. When your merchandising portfolio includes both “daily display” items and “premium archive” releases, you widen the net from casual buyers to more dedicated fans who want a complete timeline of ownership.

In short, Jazwares’ four-character Squishmallows launch is a signal that the KPop Demon Hunters merchandising flywheel is still gaining traction. For boards and leadership teams in consumer products, games, retail, or media licensing, this is the strategic reminder: the fastest-growing franchises are building multiple entry points, in multiple formats, with enough specificity that fans feel seen. The teams that win will be the ones that connect the character details to the product design, then extend the licensing story across categories fast enough to keep attention from decaying.