‘KPop Demon Hunters’ Finally Gets Its Big Merch Push After A Historic Co-Licensing Deal With Mattel, Hasbro

Netflix was caught off guard by the overwhelming success of its animated musical KPop Demon Hunters, leaving merch-hungry fans empty-handed for the first few months of the film’s streaming dominance. That oversight has since been rectified,  and the company has now named Mattel and Hasbro as global co-master toy licensees for its record-breaking animated hit KPop Demon Hunters.

The film, produced by Sony Pictures Animation and released in June, has become Netflix’s most-watched film ever, reaching 325 million views over its 91-day release window, and remaining in the streamer’s English-language top 10 in the weeks since achieving that milestone. Its soundtrack hit #1 on Billboard’s 200 Albums chart, with 8.3 billion streams worldwide. The single “Golden” broke the record for the longest-running #1 by a girl group on the Billboard Hot 100.

“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, Netflix’s chief marketing officer. “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.”

Mattel will launch a full line of dolls, figures, and collectibles in 2026, beginning with a Mattel Creations exclusive three-pack of HUNTR/X dolls, available for presale on November 12, 2025. “We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” said Roberto Stanichi, Mattel’s chief global brand officer.

Hasbro’s lineup, also debuting in 2026, will include plush, electronics, and role-play items, along with brand crossovers like Nerf, Furby, and Monopoly. Its first product, Monopoly Deal: KPop Demon Hunters, is available for pre-order now, shipping January 1, 2026. “This collaboration enables us to bring the film’s dynamic universe to life beyond the screen,” said Tim Kilpin, Hasbro’s President of Toy, Licensing, and Entertainment.

Products from both companies will hit shelves in spring 2026, expanding the KPop Demon Hunters phenomenon far beyond the screen.