'KPop Demon Hunters': Netflix Teams Up With Mattel And Hasbro For Groundbreaking Merchandise Rollout

Netflix is ​​taking its monster animated musical hit “KPop Demon Hunters” to the next level, announcing a groundbreaking partnership with toy giants Mattel and Hasbro. Fans of the global phenomenon will soon be able to enjoy a wide variety of toys, dolls, games, plushies and role-playing products, which will appear in Dual stores in spring-26Ma. An Industry First In an unusual move, Netflix has named both Mattel and Hasbro as global “co-master” toy licensees for the franchise. Industry insiders suggest that having two major competitors share master toy rights for a single property is unprecedented. Netflix believes the decision reflects exceptional demand for ‘KPop Demon Hunters’ merchandise. Netflix said in a statement, “The line of licensed merchandise from Mattel and Hasbro will allow fans of all ages to experience the characters, music and world of the film in new and fun ways.” Mattel’s Dolls, Figures and Collectibles Mattel plans to market and develop an extensive line of products spanning dolls, action figures, accessories, collectibles, playsets and co-branded collaborations worldwide. As a preview, Mattel will introduce a pre-sale three-pack of Huntr/x fashion dolls, available for pre-order starting November 12 via Mattel Creations, with shipping scheduled for 2026. Hasbro’s Plushies, Games and Role-Play Hasbro’s merchandise portfolio will include special-feature plushies, youth electronics and role-play products. The company will also create crossovers with existing properties, such as Hasbro Games, Wizards of the Coast, Nerf and Furby. The first product under this deal is Monopoly Deal: KPop Demon Hunters, priced at $12.99 and available for pre-order starting October 21 on Amazon, Target and Walmart, with shipments starting January 1, 2026. The phenomenon behind the merchandising Netflix’s pursuit of merchandising follows the movie’s record-breaking success. Since its debut on June 20, 2025, ‘KPop Demon Hunters’ has become Netflix’s most popular film of all time, with over 325 million views in just 91 days. The soundtrack also topped the Billboard 200 albums chart, with 8.3 billion streams worldwide, and the single ‘Golden’ became the longest No. 1 hit by a girl group on the Billboard Hot 100 in the 21st century. The film’s cultural impact also extended to Halloween, with all five main characters ranking in the top five most searched costumes this year, according to Netflix. With Mattel and Hasbro joining forces to bring the world of ‘KPop Demon Hunters’ to life, fans can expect to see their favorite characters, music and universe translated into playable, collectible and interactive merchandise in unprecedented ways.