Netflix Partners With Mattel and Hasbro for KPop Demon Hunters Toy Line

Netflix has announced a landmark deal naming Mattel and Hasbro as global co-master toy licensees for KPop Demon Hunters, its record-breaking animated hit that has surpassed 325 million views since debuting in June 2025. The agreement marks the first time the rival toy giants will share a dual master license for the same franchise.

Netflix’s Biggest Animated Success Turns Into a Global Franchise

The partnership positions KPop Demon Hunters as Netflix’s first true merchandising juggernaut. Products will begin rolling out in January 2026, starting with Hasbro’s Monopoly Deal: KPop Demon Hunters Edition. Then expanding into spring and holiday lines across dolls, collectibles, and games.

Mattel’s range will include dolls based on the film’s trio, Rumi, Mira, and Zoey, along with action figures, accessories, and co-branded collaborations. Pre-orders for Mattel Creations opened November 12, 2025. Hasbro will focus on special-feature plushies, role-play items, and crossovers with its classic properties like Nerf, Furby, and Wizards of the Coast.

Netflix’s Chief Marketing Officer Marian Lee called the partnership “for the fans,” describing the film’s success as a “global fan frenzy” that demanded physical products. Executives from both companies hailed the collaboration as a new standard for franchise licensing, uniting storytelling and play.

Fans and Analysts Applaud the Move

Reaction to the deal has been overwhelmingly positive. Fans celebrated the announcement as a “merch win” and praised Netflix for delivering tangible products from what many consider a love letter to K-pop culture. Collectors’ communities on Reddit and fan forums are already circulating pre-order links and concept art.

Industry observers have also praised Netflix’s move into consumer products as a smart diversification strategy. Analysts note that the streamer is positioning itself to challenge Disney’s dominance in the girls’ merchandise market by expanding original IP beyond the screen.

A Cultural and Commercial Power Play

KPop Demon Hunters follows a girl-group trio who secretly are demon hunters protecting their fans from supernatural threats. It contains a high-energy blend of music, action, and mythology that has captured audiences worldwide. The franchise’s next evolution into toys signals Netflix’s growing ambition to compete not only in streaming but in global retail.

As one viral post summed it up: “The demon slayers are coming to your shelf — it’s happening.”