Netflix’s KPop Demon Hunters is officially leveling up from streaming sensation to toy store domination. The entertainment giant announced an “unprecedented” global partnership with Mattel and Hasbro, granting both toy giants co-master licenses to produce a full range of toys, collectibles, and consumer products inspired by the record-breaking animated film.
Under the new deal, Mattel and Hasbro will share global rights to design, manufacture, and distribute official KPop Demon Hunters merchandise beginning in 2026. This marks the first time in industry history that the two rival toy powerhouses will co-hold master licensing rights for the same property — a move Netflix calls “industry-first.”
Mattel and Hasbro Join Forces
Mattel will develop products across multiple categories, including dolls, action figures, accessories, collectibles, playsets, and collaborative co-branded items. Meanwhile, Hasbro’s product line will include special feature plush toys, youth electronics, and immersive role-play products.
The first official item to hit store shelves will be a special edition of Monopoly Deal — KPop Demon Hunters Edition — slated for release in January 2026. Additional product launches are planned throughout the year and into the holiday season.
Netflix’s Chief Marketing Officer Marian Lee said the collaboration is a dream come true for fans:
“KPop Demon Hunters unleashed a global fan frenzy — dancing, singing, and more screaming than anyone expected. Netflix, Mattel, and Hasbro coming together means fans can finally get the dolls, games, and merch they’ve been begging for online. As Rumi, Mira, and Zoey say — for the fans!”
From Streaming Hit to Global Phenomenon
Released over the summer, KPop Demon Hunters quickly became the most-watched film in Netflix’s history. Produced by Sony Pictures, the movie’s IP and consumer product rights are held by Netflix — making this partnership a huge strategic win for the streamer as it expands its merchandising division.
Netflix has also re-released the film in theaters due to its continued popularity and is reportedly in early talks with Sony about a potential sequel.
To meet overwhelming fan demand, Netflix collaborated with Spirit Halloween earlier this year to roll out KPop Demon Hunters costumes just in time for the Halloween season — a clear indication of the brand’s massive cross-market potential.
A Strategic Step for Netflix’s Consumer Business
Consumer products are an increasingly lucrative sector for media companies, offering not only high-margin revenue but also sustained fan engagement. While companies like Disney and Warner Bros. have decades of merchandising experience, Netflix is relatively new to the space.
The KPop Demon Hunters deal marks a major expansion of Netflix’s licensing and merchandise ambitions — positioning it as a serious competitor in the entertainment consumer products market.
Mattel’s Chief Global Brand Officer Roberto Stanichi celebrated the deal, saying:
“We’re thrilled to deepen our partnership with Netflix through the record-shattering KPop Demon Hunters. Our teams will harness world-class design and marketing expertise to deliver products that celebrate these breakout characters and delight fans worldwide.”
Hasbro’s Toy and Entertainment President Tim Kilpin echoed that sentiment:
“KPop Demon Hunters is a powerful pop culture phenomenon that perfectly aligns with Hasbro’s commitment to innovation. Together with Netflix, we’re crafting products that unite storytelling and fandom through immersive play experiences.”
With fans still streaming and rewatching the movie, this partnership sets the stage for a massive global merchandise rollout that could rival the likes of Frozen or Barbie. Netflix’s foray into toys and collectibles might just signal the next evolution of how streaming franchises turn into worldwide brands.