The Netflix sensation KPop Demon Hunters is set to make waves in the toy industry as it takes over store shelves next year. The streaming giant has announced an “unprecedented” and “industry-first” partnership with toy industry giants Mattel and Hasbro. This collaboration will bring a variety of toys, collectibles, games, and consumer products based on the popular franchise, marking a significant moment in both companies' histories.
Under this groundbreaking agreement, Mattel and Hasbro will serve as global co-master toy licensees. This unique arrangement grants each company exclusive rights to develop, manufacture, and distribute products inspired by the animated film, with initiatives set to launch in 2026. Mattel plans to create products across various categories, including dolls, action figures, accessories, collectibles, playsets, and exciting collaborations with co-brands.
Hasbro, on the other hand, will focus on categories like special feature plush toys, youth electronics, and role-play items. Notably, a special KPop Demon Hunters edition of Monopoly Deal is scheduled to be the first product launched, with shipments expected to begin in January. Additional products will be released throughout the year, culminating in a robust lineup for the holiday season.
“KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for,” declared Marian Lee, Netflix’s CMO. She emphasizes that the collaboration between Netflix, Mattel, and Hasbro is a direct response to the overwhelming demand from fans across social platforms. “As Rumi, Mira, and Zoey say — for the fans!”
KPop Demon Hunters emerged as a surprise sensation for Netflix after its summer release, quickly becoming the most popular film in the platform's history. Produced by Sony Pictures as part of a slate sold to Netflix, the film holds significant intellectual property rights, including those for consumer products, according to Sony Pictures CEO Ravi Ahuja. Following its initial success, Netflix has re-released the film in theaters and is in discussions with Sony about a potential sequel.
As the demand for KPop Demon Hunters merchandise surged, Netflix found itself in a position of needing to catch up. The company collaborated with Spirit Halloween to ensure a timely release of costumes for the recent Halloween season. Consumer products are a lucrative revenue stream for media companies, with partners like Mattel and Hasbro covering most development, manufacturing, and distribution costs. The margins are notably strong, and such products significantly enhance brand affinity.
For Netflix, which is still developing its presence in the consumer products space compared to traditional competitors, the agreement with KPop Demon Hunters represents a major expansion. Roberto Stanichi, chief global brand officer for Mattel, expressed enthusiasm for the partnership, stating, “We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters.” He emphasized that Mattel will leverage its creative expertise to bring a wide array of products to fans worldwide.
Tim Kilpin, president of toy, licensing, and entertainment at Hasbro, highlighted the collaboration's significance by stating, “KPop Demon Hunters is a powerful pop culture phenomenon with global resonance—one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation.” He added that this partnership allows them to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play.
In summary, the partnership between Netflix, Mattel, and Hasbro signifies a new era for KPop Demon Hunters, blending storytelling and fandom in innovative ways. Fans can look forward to an exciting range of products that celebrate their beloved characters and the vibrant world of KPop.
