The Netflix sensation Demon Hunters KPop will take over toy store shelves next year, with the streaming giant signing what it calls an “unprecedented” and “industry-first” deal with Mattel and Hasbro for a host of toys, collectibles, games and consumer products based on the franchise.
The company says 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, starting in 2026.
Mattel develops products in several categories. including dolls, action figures, accessories, collectibles, playsets and co-brand collaborations, Hasbro’s categories covering specialty plush, youth electronics and role-playing games, among other categories, with a special Demon Hunters KPop edition of Monopoly Deal, the first product to be launched, shipping in January. Additional products will be rolled out throughout the year and during the holidays.
“Demon Hunters KPop ” ” HUNTR/X showed us that a truly great trio is more than the sum of its parts. ” ” HUNTR/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel and Hasbro are joining forces in this one-of-a-kind collaboration, meaning fans can finally get their hands on the best dolls, games, and merchandise that they have not-so-subtly demanded on every social platform known to mankind. As Rumi, Mira and Zoey say – for the fans! »
Demon Hunters KPop was a surprise sensation for Netflix after its release over the summer, ultimately becoming the most popular film in the platform’s history. The film was produced by Sony Pictures as part of a series sold to Netflix, but aside from some music rights (music is, in fairness, quite popular), Netflix owns the intellectual property rights, including on consumer products, Sony Pictures CEO Ravi Ahuja said last month.
Netflix has since brought the film to theaters (it will return later this month) and has held discussions with Sony about producing a sequel.
The unexpected nature of this success means the company has caught up 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 the bulk of the bill for development, manufacturing and distribution. Not only are the margins strong, but the products also contribute to brand affinity. For Netflix, which is even more nascent in the field than its traditional competitors, the Demon Hunter KPop the deals mark a major expansion.
“We are thrilled to deepen our partnership with Netflix through the record-breaking, chart-topping launch Demon Hunters KPop”, said Roberto Stanichi, global brand director at Mattel. “Celebrating the defining characters at the heart of the film, Mattel will leverage our world-class design, creative and marketing expertise to introduce a wide range of products across major categories for fans around the world to enjoy.”
“Demon Hunters KPop is a powerful pop culture phenomenon with global resonance, which aligns perfectly with our portfolio of iconic brands and our commitment to innovation,” added Tim Kilpin, president of toys, licensing and entertainment at Hasbro. “This collaboration with Netflix allows us to bring the dynamic universe of the film to life beyond the screen, offering fans new, immersive ways to engage through gameplay. Together, we are building a product line that unites storytelling and fandom in a way unique to Hasbro.
