Mattel Unveils BTS Doll Collection

Announced at Hong Kong Toy Fair, previewed at Toy Fair New York, and extensively teased on social media over the past week, Mattel officially unveiled its BTS doll collection.

V, SUGA, Jin, Jung Kook, RM, Jimin, and j-hope are based on their appearance in the YouTube record-breaking “IDOL” music video. Since its release last August, the video has racked up more than 410 million plays, plus an additional 70 million (and counting) for a version featuring Nicki Minaj.

The dolls are 11 inches tall with rooted hair, and have been authentically sculpted to the likeness of each artist. With 11 points of articulation, kids and collectors can pose each artist to match the choreography from the music video.

BTS (acronym for Bangtan Sonyeondan or “Beyond the Scene”) is a South Korean boy band that has built a global audience. In collaboration with BTS, Mattel will release collectible figures, dolls, games and more thanks to a multi-category license with the band’s label, Big Hit Entertainment.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.