Mattel will create dolls, figures, accessories and playsets, while Hasbro handles plush, electronic and board games
Netflix has entered into partnerships with both Mattel and Hasbro to produce a new range of toys and consumer products based on its record-breaking animated film KPop Demon Hunters.
The movie, which premiered on the streaming platform in June, has become Netflix’s most popular release to date, amassing more than 325 million views globally. Its success has also led to two limited theatrical runs — one in August and another scheduled around Halloween.
Under the agreements, Mattel will oversee the creation of dolls, action figures, accessories and playsets, while Hasbro will focus on plush toys, electronic products, roleplay items and board games. The companies confirmed on Tuesday that some overlap between product categories is expected.
Mattel has already begun taking pre-orders for a three-pack of dolls featuring Rumi, Mira and Zoey, members of the fictional KPop trio HUNTR/X from the film.
Meanwhile, Hasbro’s first release will be a KPop Demon Hunters-themed Monopoly Deal card game. Merchandise and toy lines from both manufacturers are set to arrive at retail outlets in spring 2026.
Marian Lee, Netflix’s chief marketing officer, said, “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.”
The collaboration marks a significant step for Netflix as it expands its entertainment portfolio beyond streaming into branded consumer products, leveraging the growing popularity of KPop-inspired media and animated storytelling.
