Netflix is taking its animated hit KPop Demon Hunters beyond the screen — and into toy aisles around the world.
The streaming giant has joined forces with toy powerhouses Mattel and Hasbro to launch an expansive global toy line inspired by the film’s colourful universe and fearless heroines.
The new partnership, announced this week, cements Mattel and Hasbro as global co-master toy licensees for the franchise, marking a major milestone in Netflix’s growing efforts to expand its entertainment brands into real-world experiences.
The film, produced by Sony Pictures Animation and distributed by Netflix, became a runaway hit following its June premiere. Combining vibrant K-pop energy with heart and heroism, KPop Demon Hunters has clocked more than 325 million global views, while its soundtrack has exploded with 8.3 billion streams across platforms.
Its impact has been so strong that the five lead characters have become this year’s most searched Halloween costumes.
Toy lines inspired by the movie are slated for launch in 2026, but Netflix plans to open pre-orders next month, just in time for the festive season.
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For the streaming platform, this isn’t entirely new ground. Netflix previously collaborated with Walmart on a merchandise hub featuring its biggest shows, including Stranger Things.
But the Mattel and Hasbro partnership is its most ambitious toy venture yet — uniting two of the world’s biggest toy brands around one of Netflix’s fastest-growing franchises.
Mattel will design and market a full line of dolls, action figures, playsets, accessories, and collectibles, with co-branded collaborations also in the works. Hasbro, meanwhile, will craft interactive products — including special-feature plush, youth electronics, and imaginative role-play toys — designed to bring the film’s world to life.
Netflix’s Chief Marketing Officer Marian Lee said the collaboration mirrors the spirit of teamwork that defines the movie’s characters: “A truly great trio is more than the sum of its parts.”
Roberto Stanichi, Mattel’s Chief Global Brand Officer, added, “We will harness our world-class design, creative, and marketing expertise to introduce a broad range of products.” Tim Kilpin, Hasbro’s President of Toy, Licensing, and Entertainment, echoed the excitement, saying the partnership “enables us to bring the film’s dynamic universe to life beyond the screen.”
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