netflix, โmattel, โคand Hasbroโค announce consumer Products Line for Hit Film KPop Demonโ Hunters
Los Angeles – โNetflix is expanding its consumer products offerings with aโ collaborationโ with โฃmattel and Hasbroโ to โคproduce dolls, games,โข and merchandise โbased on the surprise summer hitโ film, KPop Demon Hunters. The product line is slated for release in 2026.
The film,โ which became Netflix’s most popular filmโค inโ the platform’sโข history, was originally produced by Sony Pictures.โฃ Whileโค Sony retains music rights, Netflix holds the intellectualโข property rights,โค including consumer products. Sonyโข Pictures CEO Ravi Ahuja confirmed this arrangement last month.
“And โmoreโ screamingโค than anyone was emotionally prepared for,” said Marian Lee, Netflix’s โCMO. “HUNTR/X showed us โthat a truly great trio is more than the sumโ of its parts. Netflix,Mattel and โฃHasbro โคjoining โforces on this first-of-its-kind collaboration means fans can finally get their โhands 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 – โfor the fans!”
Netflix has already begun capitalizing on the film’s popularity,bringing it to movie theaters with aโฃ planned return engagement later thisโฃ month and holding discussions with โSony about a potential sequel. โThe company also partnered โwith Spirit Halloween to offerโ costumes for this year’s holiday.
“We’reโ thrilled to deepenโ our partnership with Netflix through theโ record-shattering, chart-topping KPop Demon Hunters,”โ said Roberto Stanichi, chief global brand officer for Mattel.”Celebrating the breakout characters at the heart of theโ film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across โขmajor categories to the delight of fans aroundโข the world.”
Tim Kilpin, president of toy, licensing, and entertainmentโข at Hasbro, added, “KPop Demon Hunters is a powerful pop culture phenomenon with global resonance-one โthat aligns seamlessly with our portfolio of iconic brands and our commitment โto innovation. This collaboration with Netflix enables us to bring the film’s dynamic universeโค to life beyondโข theโข screen, offering fansโค immersive new ways to engage through play. Together, we’re building a product lineupโค that โคunites storytelling andโ fandom in a uniquely Hasbro way.”
consumer products represent a significant revenue stream for media companies, withโ partnersโ typically covering development, manufacturing, โฃand distribution costs. This expansion into consumer products marksโฃ a major step for Netflix, which is relatively new to this market compared to established competitors.