(Credits: Netflix)

Netflix just shook hands for an “unprecedented” and “industry-first” deal with Mattel and Hasbro for KPop Demon Hunters toys, collectables, games, and more products.

As the longest-running top ten title, Maggie Kang’s animated gem is not restraining its influence to Netflix and theatrical screens. It’s stretching its hands wide and far to expand its cultural impact to leap from the trending weekly charts to the toy shelves next year.

According to Netflix, Mattel and Hasbro will both have the allowance of global co-master toy licenses, offering each company the rights to develop, manufacture, and distribute products based on the animated sensation, starting in 2026.

Mattel has already pulled up its sleeves to develop a range of products, including action figures, collectables, playsets, dolls, accessories, and collaborations with co-brands. Meanwhile, Hasbro has stepped up with special feature plush, role play, and youth electronics. The first product that Hasbro is expected to launch based on the franchise is a special KPop Demon Hunters edition of Monopoly Deal.

Those will start shipping in January. Other major category products will be launched throughout 2026 and into the holidays. “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 CMO.

“HUNTR/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 dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity. As Rumi, Mira, and Zoey say – for the fans!” she continued.

The success KPop Demon Hunters brought on its coattails came as a shocker, even for the streaming giant, which eventually became the most-watched film in Netflix history. Since its record-breaking performance on the platform, Netflix has brought the animated movie to the theatres. In fact, it’s coming to the screens near you once again later this month for a special Halloween screening.

There have also been conversations surrounding a potential sequel. So, it makes sense that Netflix is going above and beyond to capitalise on the craze, giving in to consumer demands of all kinds. The streamer already joined forces with Spirit Halloween to roll out pumpkin season costumes just in time for the holiday. And since consumer products have always been remunerative for media companies, the collaboration with Hasbro and Mattel seems to be a well-thought-out move.

“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters. Celebrating 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,” said Roberto Stanichi, chief global brand officer for Mattel.

“KPop Demon Hunters is a powerful pop culture phenomenon with global resonance – one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,” chimed in Tim Kilpin, president of toy, licensing, and entertainment at Hasbro.