Netflix Strikes Unprecedented Dual-Deal With Mattel and Hasbro for 'KPop Demon Hunters'
The two rivals in the toy industry have been named “co-master” licensees for future ‘Kpop Demon Hunters’ products.
Summary
- Netflix struck an unprecedented deal, naming both Mattel and Hasbro as global co-master toy licensees for the animated hit KPop Demon Hunters
- Mattel will focus on dolls and action figures (with a presale starting November 12th), while Hasbro handles plush, electronics, and games
- This extensive merchandise line, which begins a full retail rollout in Spring 2026, is designed to meet massive global fan demand
Netflix has made a massive move to capitalize on its smash global hit, KPop Demon Hunters, by naming both Mattel and Hasbro as global co-master toy licensees. This unprecedented, industry-first partnership is designed to meet the explosive demand from fans and fully evolve the film into a mega-franchise with toys, games and collectibles. Mattel and Hasbro coming together for Netflix earns them the name of “co-master” toy licensee for KPop Demon Hunters, reflecting the demand for the animation’s merch.
The animated musical, which follows the K-pop girl group HUNTR/X who secretly hunt demons, became Netflix’s most popular film of all time, generating over 325 million global views. This success—along with its Billboard-topping soundtrack—has created a ready-made market for merchandise that crosses multiple categories.
Under the unique dual-deal, Mattel will focus on dolls, action figures, accessories, and playsets, leveraging its world-class design expertise. As a first look, Mattel Creations will introduce a presale for a three-pack of HUNTR/X dolls on November 12. Meanwhile, Hasbro will tap into its portfolio to create special feature plush, youth electronics, role-play items and games, with the first product being MONOPOLY Deal: KPop Demon Hunters.
Products from both toy giants will hit retail shelves starting Spring 2026, with pre-orders on Amazon, Target and Walmart for the MONOPOLY Deal starting this week and orders shipping on January 1, 2026. Items will continue to release through the holiday season and beyond, ensuring fans of all ages can engage with the vibrant world of the Demon Hunters.
