netflix, mattel, and Hasbro announce consumer Products Line for Hit Film KPop Demon Hunters
Los Angeles – Netflix is expanding its consumer products offerings with a collaboration with mattel and Hasbro to produce dolls, games, and merchandise based on the surprise summer hit film, KPop Demon Hunters. The product line is slated for release in 2026.
The film, which became Netflix’s most popular film in the platform’s history, was originally produced by Sony Pictures. While Sony retains music rights, Netflix holds the intellectual property rights, including consumer products. Sony Pictures CEO Ravi Ahuja confirmed this arrangement last month.
“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!”
Netflix has already begun capitalizing on the film’s popularity,bringing it to movie theaters with a planned return engagement later this month and holding discussions with Sony about a potential sequel. The company also partnered with Spirit Halloween to offer costumes for this year’s holiday.
“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” said Roberto Stanichi, chief global brand officer for Mattel.”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.”
Tim Kilpin, president of toy, licensing, and entertainment at Hasbro, added, “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. This collaboration with Netflix enables us to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play. Together, we’re building a product lineup that unites storytelling and fandom in a uniquely Hasbro way.”
consumer products represent a significant revenue stream for media companies, with partners typically covering development, manufacturing, and distribution costs. This expansion into consumer products marks a major step for Netflix, which is relatively new to this market compared to established competitors.
