Netflix Partners with Mattel and Hasbro to Bring K-Pop Demon Hunters to Life

Strategic Insights -

In a historic collaboration, Netflix has partnered with global toy and entertainment companies Mattel and Hasbro to create a range of products that bring the cultural phenomenon of K-Pop Demon Hunters to life. Building on the massive success of the film, which has become a true cultural phenomenon, the partnerships will introduce a full portfolio of toys, collectibles, games, and role-play products that allow fans of all ages to engage with the world of K-Pop Demon Hunters in new and exciting ways. With over 325 million views worldwide and a soundtrack that has been streamed 8.3 billion times globally, the film's popularity has left fans craving more, and these partnerships answer that demand.

Key Takeaways:

  • Netflix has partnered with Mattel and Hasbro to create a range of products that bring the K-Pop Demon Hunters franchise to life.
  • The partnerships will introduce a full portfolio of toys, collectibles, games, and role-play products that will allow fans of all ages to engage with the world of K-Pop Demon Hunters.
  • The first products from Mattel and Hasbro will be available at retail in spring 2026, with distribution worldwide.
  • Mattel will focus on doll, action figure, and collectible products, while Hasbro will bring beloved on-screen moments to fans through innovative products across categories such as special feature plush, youth electronics, and role-play.
  • Netflix, Mattel, and Hasbro are committed to delivering immersive play experiences that connect entertainment and imagination.
  • The partnerships will enable fans to immerse themselves in the world of K-Pop Demon Hunters through a wide range of products, from dolls and action figures to games and role-play products.
  • The partnerships are a testament to the global resonance of the K-Pop Demon Hunters franchise, which has captured the hearts of millions of fans worldwide.

K-Pop Demon Hunters at a Glance:

  • Released in June 2025, the film has become a true cultural phenomenon, with over 325 million views worldwide.
  • The soundtrack has been streamed 8.3 billion times globally.
  • The film's single "Golden" became the highest-charting song on the Billboard Hot 100 by a girl group in the 21st century.
  • The film's characters were the most-searched-for Halloween costumes this year, thanks to overwhelming fan support.

Sources:

  • Netflix press release announcing partnership with Mattel and Hasbro, Oct. 21, 2025
  • Mattel press release announcing partnership with Netflix, Oct. 21, 2025
  • Hasbro press release announcing partnership with Netflix, Oct. 21, 2025