Copyright Deadline
Netflix has sealed a deal with Mattel and Hasbro to be global co-master toy licensees for KPop Demon Hunters as the franchise continues its march across media and consumer categories. The animated feature, whose soundtrack helped propel it to the top of the Netflix charts and make it a draw in movie theaters, will propel toy lines arriving in 2026, but with pre-orders starting next month in time for the holiday season. Since its June streaming debut, the film has racked up 325 million global views, with the soundtrack collecting 8.3 billion streams. The five main characters are also the top five most searched-for Halloween costumes this year. Sony Pictures Animation produced the film, which Netflix distributed under the companies’ distribution agreement. The toy deal is a milestone but not the first major consumer products push for Netflix. The company previously pacted with Walmart for a shop featuring Stranger Things and other properties. Through the Netflix-Mattel partnership, Mattel will market and develop a full range of KPop Demon Hunters–themed products across multiple categories, including dolls, action figures, accessories, collectibles, playsets, collaborations with co-brands and other initiatives. Through the Netflix-Hasbro partnership, Hasbro will bring beloved on-screen moments to fans through an exciting 2026 product lineup. The collection will feature innovative KPop Demon Hunters products across categories such as special feature plush, youth electronics and role play. Netflix CMO Marian Lee said the three companies collaborating on the deal resemble the onscreen characters in Kpop, showing that “a truly great trio is more than the sum of its parts.” Roberto Stanichi, Chief Global Brand Officer at Mattel said the Barbie parent will “harness our world-class design, creative, and marketing expertise to introduce a broad range of products.” Tim Kilpin, President of Toy, Licensing, and Entertainment at Hasbro, said the teaming “enables us to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play.” Products from Mattel and Hasbro will be available at retail beginning spring 2026 through the holiday season of 2026 and beyond, the companies said.
