Netflix partners with Mattel and Hasbro for KPop Demon Hunters toys
Netflix Inc. (NASDAQ: NFLX) announced licensing partnerships with Mattel Inc. and Hasbro Inc. to produce toys and merchandise based on its film "KPop Demon Hunters." Both companies will serve as global co-master toy licensees for the property, with products launching in spring 2026.
The film, released in June 2025, has achieved 325 million views worldwide in 91 days on Netflix's platform. The soundtrack reached number one on Billboard's 200 Albums chart and has been streamed 8.3 billion times globally. The single "Golden" became the longest-running number one hit by a girl group on the Billboard Hot 100 in the 21st century.
Mattel will develop dolls, action figures, accessories, collectibles, and playsets across multiple categories. The company's direct-to-consumer platform Mattel Creations will begin presales of a three-pack of HUNTR/X dolls on November 12, 2025, with shipping scheduled for 2026.
Hasbro will produce plush toys, youth electronics, and role-play products. The company plans to incorporate brands from its portfolio including Hasbro Games, Wizards of the Coast, Nerf, and Furby. Hasbro's first product, Monopoly Deal: KPop Demon Hunters, is available for pre-order on Amazon, Target, and Walmart, with orders shipping January 1, 2026.
"KPop Demon Hunters unleashed a global fan frenzy," said Marian Lee, Chief Marketing Officer at Netflix. The company stated that all five main characters from the film were the top five most-searched Halloween costumes this year.
Products from both toy companies will be available through the holiday season of 2026 and beyond, according to the press release statement.