Netflix Unveils Exciting Toy Partnerships
How it's done, done, done! An industry-first initiative responds to fan demand with an array of global products that bring the vibrant KPop Demon Hunters world to life beginning in spring 2026.
Netflix recently announced partnerships with Mattel Inc, a well-known name in toy and family entertainment, and Hasbro, a major player in the games and toy industry. Each company is proudly recognized as a global co-master toy licensee for the hit series KPop Demon Hunters. This groundbreaking collaboration is set to satisfy the passionate fanbase who wish to incorporate these beloved characters into their daily lives.
The Rise of KPop Demon Hunters
KPop Demon Hunters has emerged as a true cultural phenomenon. Since its debut in June 2025, the film and its accompanying soundtrack have achieved monumental success in the entertainment industry. The movie is now celebrated as the most popular title on Netflix, amassing over 325 million views globally within a mere 91 days. Additionally, the soundtrack celebrated its place at the top of Billboard's 200 Albums chart, accumulating an impressive 8.3 billion streams worldwide, highlighting its immense popularity.
Iconic Music and Cultural Impact
The film’s lead single, "Golden", has made waves by becoming the longest-running #1 hit by a girl group on the Billboard Hot 100 in the 21st century. Collectively, the film's main characters generated an overwhelming demand at Halloween, with their costumes topping the list of most-searched attire, thanks to the support from fans.
Innovative Product Lineup on the Horizon
With these partnerships, Netflix, Mattel, and Hasbro will provide an extensive array of toys, collectibles, games, role-play products, and more, aimed at allowing fans of all ages to immerse themselves in the personalities, music, and realm of the film in creative ways.
Marian Lee, Chief Marketing Officer at Netflix, expressed excitement about this collaboration, saying, "KPop Demon Hunters unleashed a global fan frenzy! With Mattel and Hasbro joining forces, fans will finally be able to get their hands on the highly-desired dolls, games, and merchandise that they’ve been eagerly awaiting across various social platforms. As Rumi, Mira, and Zoey say — for the fans!"
Through the partnership with Mattel, a variety of KPop Demon Hunters-themed products are set to hit the market, covering dolls, action figures, accessories, collectibles, and playsets, all beginning in 2026. For eager fans, Mattel Creations has announced a presale collection of HUNTR/X dolls available from November 12, 2025, with shipments scheduled for 2026.
Fans Will Delight in Creative Collaborations
Roberto Stanichi, Chief Global Brand Officer at Mattel, shared his enthusiasm for the collaboration, saying, "We are excited to deepen our relationship with Netflix through our groundbreaking hit, KPop Demon Hunters. Our innovative design and marketing expertise will deliver a broad assortment of products, celebrating the breakout characters loved by fans globally."
Similarly, the partnership with Hasbro aims to bring cherished moments from the film to life through a unique 2026 collection. This exciting lineup will showcase products such as plush toys, youth electronics, and role-play items that promise to deliver playful experiences that spark creativity, bridging entertainment with imagination.
Hasbro plans to introduce MONOPOLY Deal: KPop Demon Hunters, available for pre-order with select retailers. This innovative extension merges fast-paced gameplay with characters and themes familiar to fans from the Netflix film.
What Lies Ahead for KPop Demon Hunters
In addition, products from both Mattel and Hasbro are slated to be available in retail from spring 2026 through the 2026 holiday season and beyond. Fans of all ages are in for an unforgettable experience as these partnerships promise to bridge the on-screen adventure of KPop Demon Hunters into their everyday lives.
The film, directed by Maggie Kang and Chris Appelhans, follows the journey of K-pop superstars HUNTR/X, who balance selling out stadiums with secret identities as demon hunters, tasked with protecting their fans from supernatural challenges. This unique narrative adds layers of excitement and depth to what already is a popular universe.
About Netflix, Mattel, and Hasbro
About Netflix: Netflix (NASDAQ: NFLX) stands as a premier entertainment service, boasting over 300 million paid members across more than 190 countries, offering a diverse selection of TV series, movies, and games.
About Mattel: Mattel is a renowned global toy and family entertainment company, home to iconic brands that engage audiences across generations through a combination of toys, content, and experiences.
About Hasbro: Hasbro is a global leader in games and toys, committed to fostering joy and community through play, offering a vast array of innovative products that connect families and fans.
Frequently Asked Questions
What is the KPop Demon Hunters film about?
The film follows K-pop superstars who secretly live as demon hunters, balancing their fame with supernatural battles to protect their fans.
When will the products be available?
Products associated with KPop Demon Hunters will be available at retail beginning in spring 2026.
What types of products will be released?
The partnership will introduce toys, collectibles, games, role-play products, dolls, action figures, and more.
Who are the companies involved in the toy partnerships?
The toy partnerships involve Netflix, Mattel, and Hasbro, with each company contributing to the exciting product lineup.
What is the significance of this collaboration?
This is one of the first major collaborations aimed at turning a film's characters into tangible products, addressing the high demand from fans.
