SAMG Entertainment Signs Exclusive Distribution Agreement for KPop Demon Hunters Merchandise in Korea
(Seoul, June 22 2026) SAMG Entertainment (CEO Suhoon Kim), the Global IP content company, announced that it has signed an exclusive agreement with Mattel to distribute and sell KPop Demon Hunters character merchandise in South Korea.
Under the agreement, SAMG Entertainment will oversee domestic distribution and sales of Mattel’s full KPop Demon Hunters product lineup. The rollout will begin on June 24 through THE TEENIEPING flagship stores & online shop, major toy retailers, hypermarkets, Artbox locations and leading e-commerce platforms. More than 50 products are scheduled for release throughout the year.
The partnership marks an expansion of SAMG Entertainment’s IP business capabilities into the global brand sector. The company has built its business around original franchises including Catch! Teenieping, Metal Cardbot, Miniforce and Wishcat, developing them across content, toys, consumer products, licensing and location-based experiences. Through the Mattel agreement, SAMG Entertainment expands its role as a local business partner for globally recognized entertainment IP.
KPop Demon Hunters, the Netflix animated franchise centered on K-pop idols who secretly battle supernatural forces, has attracted a global fan base since its launch. Merchandise based on the franchise’s characters, including the fictional groups Huntrix and Saja Boys, has continued to gain traction as the brand expands into categories such as publishing, fashion and licensed consumer products.
SAMG Entertainment plans to introduce Mattel’s KPop Demon Hunters merchandise lineup to Korean consumers in phases. The first products to launch will be collectible random keyrings featuring 13 major characters from the franchise, including members of Huntrix and Saja Boys.
Additional products, including random mini figures and plush items, will be released beginning in July. The mini figure assortment includes seven character designs featuring members of Huntrix, as well as Jinu and Baby from Saja Boys, Duffy and Sussy along with a secret character. Each figure comes with character-specific accessories inspired by the series.
Later this year, SAMG Entertainment will also introduce the Huntrix Fashion Doll collection, which Mattel first unveiled at the Nuremberg International Toy Fair in January. Produced by the company behind Barbie, the dolls feature detailed styling, premium materials and character-inspired accessories designed to reflect the distinctive personalities and appearances of the franchise’s characters.
“SAMG Entertainment continues to expand its global partnerships based on the expertise and experience we have built through our own IP business,” a company representative said. “The domestic launch of KPop Demon Hunters merchandise is part of our broader IP business expansion strategy. We look forward to introducing a wider range of global brands and IP to Korean consumers while creating new opportunities for fan engagement.”
About SAMG Entertainment Co., Ltd
SAMG Entertainment is a Global IP content company founded in 2000 and one of Korea’s pioneering 3D animation studios. The company develops, produces and commercializes original intellectual properties across animation, consumer products, licensing, distribution and platform businesses.
With more than 26 animated productions created by its in-house studios, SAMG Entertainment is best known for globally recognized franchises including “Catch! Teenieping”, “Miniforce”, “Metal Cardbot” etc.The company has built an integrated IP business model that extends its brands across content, toys, merchandise, live entertainment and retail experiences.
In 2024, its theatrical feature “Heartsping: Teenieping of Love” attracted more than 1.24 million admissions in Korea, becoming one of the country’s most successful animated films. SAMG Entertainment’s content portfolio has also expanded internationally through theatrical releases, streaming platforms and digital channels, generating more than 1.7 billion cumulative views worldwide.