It’s a golden time for recovering collectibles giant Funko, which just launched the first toys for Netflix’s breakout kids hit KPop Demon Hunters at retail. 

Coming to market way ahead of co-master toy partners Hasbro and Mattel, Funko is in a position to “takedown” a top spot on the Q4 sales charts as the only toyco offering any licensed toys or collectibles featuring lead characters Rumi, Mira and Zoey this holiday shopping season. And while the Huntr/x ladies are sure to be a smash hit, glow-in-the-dark Pop! vinyl figures of beloved animal sidekick Derpy and Jinu are also rounding out this initial wave of products. 

With any luck, the KPDH license could position Funko for a strong quarter. The company recently told shareholders that its business is at risk of shutting down if sales don’t pick up within a year. 

Maybe it was just short notice, but the KPDH Pops didn’t even crack into Amazon’s Holiday Kids Gift Book this year. Instead, the e-commerce retailer highlighted Jurassic World Primal Hatch Dinos (Mattel), Monster High dolls (Mattel), Beyblade X stadiums (Hasbro), Hokey Pokey Elmo (Just Play) and LEGO Star Wars Battle Droids as some of the most in-demand toys this holiday season.

Could this mean the appetite for KPDH toys is lighter than the industry thought? Absolutely not. Mattel may not be stocking any new Huntr/x dolls until next year, but it did open pre-orders on the Mattel Creations platform last week for an exclusive “What It Sounds Like” three-pack, which sees Rumi, Mira and Zoey sporting their slaying white-and-gold outfits from the film’s final act. This US$150 bundle sold out instantly, and there’s no word from Mattel yet on whether they plan to open up more. 

I just hope some kids are OK with a pre-order slip under the tree this year, with the promise that the dolls are on their way and that Santa’s elves are working overtime into the new year to make it happen.