Netflix: unprecedented master toy partnership with Mattel and Hasbro for “KPop Demon Hunters”
Netflix announced that Mattel and Hasbro have each been named a global co-master toy licensee for KPop Demon Hunters. These unprecedented licensing partnerships will help meet the massive fan demand to have these favorite characters as part of their everyday lives, and mark another major milestone for Netflix’s smash global hit.
Cultural phenomenon
KPop Demon Hunters has cemented its status as a cultural phenomenon. Released June 2025, the film and the soundtrack have gone up, up, up on the charts to claim #1 most popular film of all time on Netflix with more than 325M views globally over 91 days, and #1 album on Billboard’s 200 Albums chart, reaching 8.3B streams worldwide. Fan love has made the film’s single “Golden” Billboard Hot 100’s longest-running #1 hit by a girl group released in the 21st century while the film’s characters claimed all five spots of the top five most-searched-for Halloween costumes this year.
Full portfolio of toys and more
Netflix’s combined partnerships with Mattel and Hasbro will introduce a full portfolio of toys, collectibles, games, role-play products and more that will allow fans of all ages to drink up the characters, music, and world of the film in new and fun ways.
Mattel
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 more, beginning in 2026 with distribution worldwide.
Hasbro
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, further expanding Hasbro’s commitment to delivering immersive play experiences that connect entertainment and imagination.