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Netflix ‘KPop Demon Hunters’ toy deals struck with Hasbro, Mattel
Still from Netflix’s “KPop Demon Hunters.”
Netflix
Netflix is partnering with both Hasbro and Mattel to bring “KPop Demon Hunters” toys to shelves.
The animated film, which debuted on the streaming service in June, has become Netflix’s most popular film of all time, with more than 325 million views worldwide. Its popularity has spurred Netflix to release it twice in theaters — once in August for a two-day weekend event and again next week around Halloween.
Partnering with Mattel and Hasbro will allow Netflix to offer a suite of consumer products based around the film.
Mattel will handle dolls, action figures, accessories and playsets, while Hasbro will focus on plush, electronics, roleplay items and board games, the companies announced Tuesday. There will likely be some overlap in product categories between the two toy makers, however.
Mattel is currently taking pre-orders for a three-pack of dolls featuring Rumi, Mira and Zoey, the members of the fictional KPop trio HUNTR/X. And Hasbro’s first product is a “KPop Demon Hunters” themed Monopoly Deal game.
Merchandise and toys from both companies will be available at retail in spring 2026.
“Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity,” said Marian Lee, Netflix’s chief marketing officer, said in a statement Tuesday.
