{"id":1236405959,"date":"2025-10-21T10:00:00","date_gmt":"2025-10-21T17:00:00","guid":{"rendered":"https:\/\/www.hollywoodreporter.com\/?p=1236405959"},"modified":"2025-10-21T14:00:58","modified_gmt":"2025-10-21T21:00:58","slug":"netflix-kpop-demon-hunters-toys-games-mattel-hasbro-deal","status":"publish","type":"post","link":"https:\/\/www.hollywoodreporter.com\/business\/business-news\/netflix-kpop-demon-hunters-toys-games-mattel-hasbro-deal-1236405959\/","title":{"rendered":"Netflix Inks Major Deals With Mattel and Hasbro for \u2018KPop Demon Hunters\u2019 Toys, Games and Products"},"content":{"rendered":"\n\t\t\t\t
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\tThe Netflix sensation KPop Demon Hunters <\/em>will take over toy store shelves next year, with the streaming giant inking what it calls an “unprecedented” and “industry-first” deal with both Mattel and Hasbro for a slew of toys, collectibles, games and consumer products based on the franchise.<\/p>\n\n\n\n\n\tThe company says that Mattel and Hasbro will be named global co-master toy licensees, giving each company exclusive rights to develop, manufacture and distribute products based on the animated film, beginning in 2026. <\/p>\n\n\n\n\n\tMattel is developing products across multiple categories. including dolls, action figures, accessories, collectibles, playsets, and collaborations with co-brands, with Hasbro’s categories spanning special feature plush, youth electronics and role play, among other categories, with a special KPop Demon Hunters<\/em> edition of Monopoly Deal the first product to launch, shipping in January. Other products will roll out throughout the year and into the holidays.<\/p>\n\n\n\n\n\t\u201cKPop Demon Hunters<\/em> unleashed a global fan frenzy \u2014 we\u2019re talking dancing, singing, and more screaming than anyone was emotionally prepared for,\u201d said Marian Lee, Netflix’s CMO. \u201cHUNTR\/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best<\/em> dolls, games, and merchandise they\u2019ve been not-so-subtly demanding on every social platform known to humanity. As Rumi, Mira and Zoey say \u2014 for the fans!\u201d<\/p>\n\n\n\n\n\tKPop Demon Hunters<\/em> was a surprise sensation for Netflix after it was released over the summer, ultimately becoming the most popular film in the history of the platform. The film was produced by Sony Pictures as part of a slate sold to Netflix, but outside of some music rights (the music is, in fairness, quite popular), Netflix holds the IP rights, including to consumer products, Sony Pictures CEO Ravi Ahuja said last month<\/a>.<\/p>\n\n\n\n\n\tNetflix has since brought the film to movie theaters (it will return later this month<\/a>), and has held talks with Sony about producing a sequel<\/a>.<\/p>\n\n\n\n\n\tThe unexpected nature of the hit means that the company has been playing catchup when it comes to consumer demand. The company worked with Spirit Halloween to deliver Halloween costumes in time for this year’s holiday.<\/p>\n\n\n\n\n\tConsumer products are a lucrative revenue stream for media companies, with their partners footing most of the bill for development, manufacturing and distribution. Not only are the margins strong, but products help with brand affinity. For Netflix, which is still more nascent in the space than its traditional competitors, the KPop Demon Hunter<\/em> deals mark a major expansion.<\/p>\n\n\n\n\n\t\u201cWe\u2019re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,\u201d <\/em>said Roberto Stanichi, chief global brand officer for Mattel. \u201cCelebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world.\u201d<\/p>\n\n\n\n\n\t\u201cKPop Demon Hunters<\/em> is a powerful pop culture phenomenon with global resonance\u2014one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,\u201d added Tim Kilpin, president of toy, licensing, and entertainment at Hasbro. \u201cThis collaboration with Netflix enables us to bring the film\u2019s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play. Together, we\u2019re building a product lineup that unites storytelling and fandom in a uniquely Hasbro way.\u201d<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"

The two toy companies have been named co-master licensees for the franchise, with plans to roll out a slew of products throughout 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