Netflix is set to launch an array of toys based on its hit animated film, K-Pop Demon Hunters, through a groundbreaking partnership with Mattel and Hasbro. This unprecedented collaboration makes both companies global co-master toy licensees, starting in 2026.
Details of the Deal
The partnership will allow Mattel and Hasbro to produce a diverse range of toys, collectibles, and games inspired by the K-Pop Demon Hunters franchise. This deal is noted as a significant first in the industry.
Product Categories
- Mattel: Dolls, action figures, accessories, collectibles, and playsets.
- Hasbro: Plush toys, youth electronics, role-play items, and a special edition of Monopoly Deal.
The Monopoly Deal game is slated to be the first product released from this collaboration, scheduled for shipment in January 2026. Additional products will follow throughout the year, reaching stores in time for the holiday season.
K-Pop Demon Hunters: A Cultural Phenomenon
Released over the summer, K-Pop Demon Hunters quickly became Netflix’s most popular film to date, creating a massive fan base. The film, produced by Sony Pictures, has garnered attention not only for its engaging storyline but also for its beloved music.
With its success, Netflix has capitalized on consumer interest by offering Halloween costumes in partnership with Spirit Halloween. The impact of this toy deal represents a strategic move to strengthen Netflix’s position in the consumer products market.
Statements from Leaders
Marian Lee, Netflix’s CMO, remarked on the collaboration’s significance, emphasizing the overwhelming fan demand. She stated, “This first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise.”
Roberto Stanichi, Mattel’s chief global brand officer, expressed excitement about creating products that celebrate the film’s characters. He said, “We will introduce a broad range of products across major categories to delight fans worldwide.”
Tim Kilpin, president of toy, licensing, and entertainment at Hasbro, highlighted the film’s popularity and its integration into consumer culture. He stated, “This collaboration enables us to bring the film’s dynamic universe to life beyond the screen.”
The partnership between Netflix, Mattel, and Hasbro illustrates a significant evolution in how entertainment properties can extend their reach into consumer products, providing fans with tangible connections to their favorite characters and stories.
