Netflix has signed what it’s calling an “unprecedented” and “industry-first” partnership with both Mattel and Hasbro, giving the two toy titans co-master toy licenses for its record-breaking hit KPop Demon Hunters. Expect a flood of dolls, collectibles, games, and merch hitting shelves starting 2026.
Under the deal, Mattel and Hasbro will share global rights to develop, manufacture, and distribute KPop Demon Hunters products. Mattel’s lineup will include dolls, action figures, accessories, collectibles, playsets, and brand collaborations.
Hasbro, meanwhile, will handle special feature plushies, youth electronics, and role play items — with a KPop Demon Hunters-themed Monopoly Deal hitting stores first in January. More drops will roll out throughout the year and into the holiday season.
Read more: ‘KPop Demon Hunters’ Fuels Netflix’s 17% Revenue Surge, Cited as its “Most Popular Film Ever”
“KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for,” said Marian Lee, Netflix’s CMO.
“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. As Rumi, Mira and Zoey say — for the fans!”
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Released over the summer, KPop Demon Hunters became Netflix’s most-watched film ever — a surprise even for the streamer itself. Produced by Sony Pictures as part of a package deal, the film’s IP (minus the music rights) now sits fully with Netflix. Sony Pictures CEO Ravi Ahuja confirmed last month that Netflix controls consumer products, while talks for a sequel are already in motion.
The hype train hasn’t slowed down either. Netflix even worked with Spirit Halloween to drop official costumes in time for spooky season, with theatrical re-releases also planned later this month.
“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” said Roberto Stanichi, chief global brand officer for Mattel. “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.”
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“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,” added Tim Kilpin, Hasbro’s president of toy, licensing, and entertainment. “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.”
For Netflix, the KPop Demon Hunters partnership marks a major step into consumer products — a space where traditional studios like Disney have long dominated.
