The LEGO Group’s first step into the world of KPop Demon Hunters is here, but was a buildable Derpy Tiger and Sussie Bird the strongest possible way to launch the theme?
Instead of opening with a large-scale scene or a cast of minifigures, the LEGO Group has centred its debut set on two brick-built characters in 72537 Derpy Tiger and Sussie Bird.
A buildable character-led set is, arguably, one of the most effective ways to establish visual identity at launch. A large, colourful model can communicate tone, energy and style instantly, even to those unfamiliar with the source material. In that sense, Derpy Tiger and Sussie Bird work as immediate ambassadors for the world of KPop Demon Hunters.
The 825-piece build gives both characters enough scale and presence to stand out as display models, without relying on prior knowledge of the franchise. The result is a set that feels accessible rather than exclusive. A newcomer is far more likely to be drawn to a bold, expressive tiger model than a minifigure-filled scene tied to unfamiliar narrative context.
That accessibility is the set’s greatest strength. The LEGO Group has created something that communicates personality first and story second. It is a set designed to be understood at a glance, which makes it effective as a first impression on shelves.
However, that clarity comes at a cost.
By focusing so heavily on character builds, the LEGO Group sacrifices narrative breadth. There are no minifigures to anchor specific characters, and no location build to expand the world. Given how visually rich the film is, that absence feels noticeable. A setting-based set could have offered a stronger sense of immersion for existing fans.
Instead, the emphasis sits firmly on branding over storytelling. The priority is establishing recognisable icons for the theme, rather than recreating moments or environments from the film. Whether that is the right decision depends on what you want from a first wave – instant identity or deeper world-building.
The LEGO Group has already confirmed more KPop Demon Hunters sets are coming in 2027, which suggests this is only the opening step. For now, though, this is the entire on-shelf identity of the theme.
So, was it the best possible first choice? It depends on what you value more. As a branding exercise, it works – it is bold, readable, and immediately distinctive. As a gateway into a wider fictional world, it feels restrained, prioritising recognition over immersion.
In short, the LEGO Group hasn’t tried to tell the full story yet. It has focused instead on making sure you recognise the theme when it eventually does.
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