Copyright The Hollywood Reporter
The Netflix sensation KPop Demon Hunters will take over toy store shelves next year, with the streaming giant inking what it calls an “unprecedented” and “industry-first” deal with both Mattel and Hasbro for a slew of toys, collectibles, games and consumer products based on the franchise. The company says that Mattel and Hasbro will be named global co-master toy licensees, giving each company exclusive rights to develop, manufacture and distribute products based on the animated film, beginning in 2026. Mattel is developing products across multiple categories. including dolls, action figures, accessories, collectibles, playsets, and collaborations with co-brands, with Hasbro’s categories spanning special feature plush, youth electronics and role play, among other categories, with a special KPop Demon Hunters edition of Monopoly Go the first product to launch, shipping in January. Other products will roll out throughout the year and into the holidays. “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!” KPop Demon Hunters was a surprise sensation for Netflix after it was released over the summer, ultimately becoming the most popular film in the history of the platform. The film was produced by Sony Pictures as part of a slate sold to Netflix, but outside of some music rights (the music is, in fairness, quite popular), Netflix holds the IP rights, including to consumer products, Sony Pictures CEO Ravi Ahuja said last month. Netflix has since brought the film to movie theaters (it will return later this month), and has held talks with Sony about producing a sequel. The unexpected nature of the hit means that the company has been playing catchup when it comes to consumer demand. The company worked with Spirit Halloween to deliver Halloween costumes in time for this year’s holiday. Consumer products are a lucrative revenue stream for media companies, with their partners footing most of the bill for development, manufacturing and distribution. Not only are the margins strong, but products help with brand affinity. For Netflix, which is still more nascent in the space than its traditional competitors, the KPop Demon Hunter deals mark a major expansion. “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.” “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, president of toy, licensing, and entertainment at Hasbro. “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.”
