Netflix Announces Global Partnerships with Mattel and Hasbro for K-pop Demon Hunters
Netflix has announced that Mattel, Inc. and Hasbro, Inc. have each been named global co-master toy licensees for the hit franchise K-pop Demon Hunters. This first-of-its-kind collaboration between the three companies responds to massive fan demand for products inspired by the record-breaking animated film, which has become Netflix’s most-watched title ever with over 325 million views in just 91 days.
Released in June 2025, K-pop Demon Hunters has also dominated the music charts: the soundtrack reached No. 1 on the Billboard 200 with 8.3 billion global streams, while the single Golden became the longest-running No. 1 hit by a girl group in the 21st century.
Mattel and Hasbro Lead the Consumer Products Expansion
Through the partnership, Mattel will launch in 2026 a full range of dolls, action figures, playsets, and collectibles, with an exclusive first look available on Mattel Creations. Starting November 12, 2025, fans can pre-order a special three-pack of HUNTR/X dolls, with shipping in 2026.
Hasbro, meanwhile, will roll out a lineup of plush, youth electronics, and role-play products, alongside collaborations with its iconic brands including NERF, FURBY, and Wizards of the Coast. Its first release, MONOPOLY Deal: K-pop Demon Hunters, is available for pre-order as of October 21, 2025, on Amazon, Target, and Walmart, with deliveries beginning January 1, 2026.
“Bringing together Netflix, Mattel, and Hasbro in this groundbreaking collaboration means fans will finally get the products they’ve been asking for,” said Marian Lee, Chief Marketing Officer, Netflix.
Products from both partners will hit shelves beginning spring 2026, extending the K-pop Demon Hunters universe beyond the screen and reinforcing Netflix’s strategic focus on global licensing and family entertainment.