The core cast includes Hilda (voiced by Bella Ramsey), her Black best friend Frida (Ameerah Falzon-Ojo), and David (Oliver Nelson), reflecting the source material's character designs without alterations to pre-existing figures. Creator interviews emphasize organic character creation and relatable kid experiences in a fantasy Scandinavian-inspired world, with no statements on activism or inclusion mandates.

Audience reception shows no notable backlash or "woke" labeling, with sites like Worth it or Woke recording zero woke votes and reviews praising whimsy and charm. Minor diversity in voice casting and on-screen friends exists but remains incidental to the episodic plots about magic portals, windmills, and deerfox journeys, fitting the established lore without driving narrative or adding lectures.