United States — Netflix has announced partnerships with global toy companies Mattel and Hasbro to develop a worldwide range of products inspired by its animated film ‘KPop Demon Hunters’. The move marks the first time the streaming platform has appointed two companies as global co-master toy licensees for a single property.
Under the partnerships, Mattel and Hasbro will each release product lines inspired by the film’s characters and themes, including dolls, collectibles, games, and role-play items. The products will begin rolling out globally in spring 2026.
Marian Lee, chief marketing officer at Netflix, said, “KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for. HUNTR/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel, and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity.”
The company’s design platform, Mattel Creations, will offer an early presale of a three-pack of HUNTR/X dolls beginning November 12, 2025, with shipping set for 2026.
Roberto Stanichi, chief global brand officer at Mattel, shared, “We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters. Celebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world.”
Hasbro will also release a range of products in 2026, featuring plush toys, youth electronics, and role-play items. The company will additionally integrate KPop Demon Hunters into its existing brands, including Monopoly, NERF, and Furby. Its first product, Monopoly Deal: KPop Demon Hunters, is now available for pre-order on major online retailers, with shipments starting on January 1, 2026.
Tim Kilpin, president of toy, licensing, and entertainment at Hasbro, said, “This collaboration with Netflix enables us to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play. Together, we’re building a product lineup that unites storytelling and fandom in a uniquely Hasbro way.”
Directed by Maggie Kang and Chris Appelhans, KPop Demon Hunters follows the fictional K-pop group HUNTR/X, who balance their public lives as global pop idols with their secret identities as demon hunters. The film was produced by Netflix in partnership with Sony Pictures Animation.
Released in June 2025, ‘KPop Demon Hunters’ has achieved significant popularity, becoming Netflix’s most-watched film to date with more than 325 million views in its first 91 days. The film’s soundtrack reached number one on the Billboard 200 Albums Chart, while its lead single, Golden, became the longest-running number-one hit by a girl group on the Billboard Hot 100 in the 21st century.
Recently, the South Korean noodle brand Nongshim has also collaborated with Netflix to roll out a giant digital billboard in New York Times Square.
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