By Gary Symons
TLL Editor in Chief
Netflix is summoning some serious licensing voodoo as it names both Mattel, Inc. and Hasbro, Inc. as global co-master toy licensees for KPop Demon Hunters.
The dual partnership marks the first time Netflix has appointed two toy companies to share co-master status on a single property. That likely a sign that the platform is pulling out all the stops to satisfy the overwhelming fan demand for merch.
Since its June 2025 debut, KPop Demon Hunters has done more than just slay ratings charts; it’s vaporized them.
The film and its soundtrack have danced their way to #1 on Netflix’s all-time most-watched list with 325 million views in 91 days, while the soundtrack claimed #1 on Billboard’s 200 Albums chart with 8.3 billion global streams. Considering this is the first season of KPop Demon Hunters, those stats are pretty much unprecedented.
The breakout single “Golden” became the longest-running #1 hit by a girl group in the 21st century, and the film’s trio of demon-busting pop idols—Rumi, Mira, and Zoey—dominated the Halloween market, claiming all five top costume spots.
“KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for,” said Marian Lee, Chief Marketing Officer, Netflix. “HUNTR/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel, and Hasbro joining forces means fans can finally get their hands on the dolls, games, and collectibles they’ve been summoning in the comments section.”
Mattel to Produce Dolls, Action Figures, Collectibles and Playsets#
Under the new agreement, Mattel will bring its toy-design sorcery to the forefront with a lineup of dolls, action figures, accessories, collectibles, and playsets, all dropping in 2026.
The rollout begins with a Mattel Creations presale of a HUNTR/X three-pack on November 12, 2025, offering fans a first glimpse at the glam-meets-ghoul aesthetic that has defined the property.
“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” said Roberto Stanichi, Chief Global Brand Officer, Mattel. “From the neon battle suits to the winged eyeliner — and sometimes just wings — these characters were made to live in toy aisles.”
Hasbro Creating Plush, Games, and Collabs With NERF and Furby#
Hasbro, meanwhile is bringing a robust 2026 product lineup to the gaming table. The company’s offerings will span special feature plush, youth electronics, and role play, alongside a slate of synergistic collaborations with Hasbro Games, Wizards of the Coast, NERF, and Furby.
Hasbro’s first release, MONOPOLY Deal: KPop Demon Hunters, is already up for pre-order at Amazon, Target, and Walmart, with shipping set for January 1, 2026, allowing fans can start the new year battling for Seoul real estate.
“KPop Demon Hunters is a powerful pop culture phenomenon with global resonance,” said Tim Kilpin, President of Toy, Licensing, and Entertainment, Hasbro. “This collaboration lets us merge storytelling and play in ways that are, frankly, supernaturally fun.”
Collectively the Netflix–Mattel–Hasbro trinity will roll out their infernally inspired collections worldwide beginning Spring 2026, with expansions planned through the Holiday 2026 season and beyond.
Directed by Maggie Kang and Chris Appelhans, the film follows global pop sensations HUNTR/X, who balance the pressures of stardom with their moonlighting gig as demon hunters, fighting supernatural foes who may or may not have suspiciously catchy choruses.