On October 21, 2025, Netflix Inc. made headlines with a press release announcing groundbreaking partnerships with two of the world's leading toy manufacturers, Mattel Inc. and Hasbro, Inc. These collaborations will see both companies become global co-master toy licensees for Netflix's cultural phenomenon, *KPop Demon Hunters*. This initiative aims to satisfy burgeoning fan demand for merchandise based on the film, which has quickly become a global sensation since its release.

2. A Cultural Phenomenon

Since its debut in June 2025, *KPop Demon Hunters* has shattered records, becoming Netflix's most popular film of all time with over 325 million views worldwide in just 91 days. The film's soundtrack has also topped charts, reaching the #1 spot on Billboard's 200 Albums chart and achieving an impressive 8.3 billion global streams. Furthermore, its single "Golden" has made history as the longest-running #1 hit by a girl group on the Billboard Hot 100 in the 21st century. The film's popularity has translated into real-world impact, with all five main characters being the top-searched Halloween costumes this year, underscoring the film's deep connection with its audience.

3. The Mattel Partnership

Through its partnership with Netflix, Mattel plans to develop a diverse range of *KPop Demon Hunters*-themed products starting in 2026. These offerings will include dolls, action figures, accessories, collectibles, and role-playing products. A pre-sale for a special three-pack of HUNTR/X dolls will begin on November 12, 2025, via Mattel Creations, with shipping scheduled for 2026.

Roberto Stanichi, Chief Global Brand Officer for Mattel, expressed enthusiasm about the partnership, stating, "Celebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world."

4. The Hasbro Collaboration

On the other hand, Hasbro's partnership will focus on creating a product lineup that emphasizes immersive play experiences. The 2026 collection will include special feature plush toys, youth electronics, and role-playing products that resonate with the film's themes and characters. Among the first products to launch will be *MONOPOLY Deal: KPop Demon Hunters*, available for pre-order starting October 21, 2025, through major retailers such as Amazon, Target, and Walmart, with shipping commencing on January 1, 2026.

Tim Kilpin, President of Toy, Licensing, and Entertainment at Hasbro, highlighted the significance of the collaboration, noting, "This collaboration with Netflix enables us to bring the film's dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play."

5. Anticipated Retail Launch

Both Mattel and Hasbro plan to roll out their *KPop Demon Hunters* merchandise in retail locations beginning in spring 2026 and continuing through the holiday season of the same year. This extensive product offering is expected to captivate fans of all ages, allowing them to immerse themselves in the world of *KPop Demon Hunters*.

6. Conclusion

Netflix's strategic partnerships with Mattel and Hasbro signify a major milestone not only for the company but also for the burgeoning K-pop culture that has captivated audiences worldwide. As the film continues to garner attention and fanfare, these collaborations are poised to further enhance Netflix's brand presence and expand its engagement within the global entertainment landscape. With the promise of innovative products and experiences, *KPop Demon Hunters* is set to entrench itself even deeper into the hearts of fans around the globe.

Original press release