Netflix taps Mattel and Hasbro to bring KPop Demon Hunters to toy aisles

Netflix has named Mattel and Hasbro as co-master toy licensees for KPop Demon Hunters, expanding the franchise beyond the screen and into consumer products.

The Mattel partnership will include the launch of dolls, action figures, accessories, playsets, collectibles and co-brand collaborations, rolling out globally from 2026. Fans can get an early glimpse via a presale three-pack of HUNTR/X dolls on Mattel Creations starting 12 November 2025, with shipping in 2026.

Hasbro will launch a 2026 product lineup featuring plush, youth electronics, role play items and special collaborations leveraging its iconic franchises, HASBRO GAMES, WIZARDS OF THE COAST, NERF, and FURBY. The first release, MONOPOLY Deal: KPop Demon Hunters, is available for pre-order on Amazon, Target, and Walmart, shipping 1 January 2026.

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Both toy portfolios will hit retail spring 2026 through the holiday season and beyond, giving fans a way to immerse themselves in the world of HUNTR/X. The film, produced by Netflix in partnership with Sony Pictures Animation, follows the pop stars as they juggle stadium tours and secret demon-hunting duties, culminating in a showdown with a rival supernatural boy band.

According to a statement, the film, released in June this year, is now Netflix’s most-watched of all time, racking up over 325 million views in 91 days.

Its soundtrack topped Billboard’s 200 Albums chart with 8.3 billion streams, while the single Golden became the longest-running number one hit by a girl group on the Billboard Hot 100 this century. Fan fervour extended offline: all five main characters ranked as the top five most-searched-for Halloween costumes this year.

“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, chief marketing officer, Netflix.

“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 added.

In tandem, Roberto Stanichi, chief global brand officer, Mattel said, "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.” 

Meanwhile, Tim Kilpin, president of toy, licensing, and entertainment at Hasbro said, "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.” 

In addition to toy partnerships, KPop Demon Hunters has inspired other global collaborations. Nongshim has teamed up with Netflix to engage fans through the show’s characters and world-building.

As part of the first phase, Nongshim will feature characters on packaging for Shin Ramyun, saewookkang (‘shrimp crisp’), and the upcoming ‘Shin Ramyun tumba all-purpose sauce’, set to launch at the end of August.

The collaboration extends beyond packaging. Nongshim is launching limited-edition products inspired by the cup ramen enjoyed by Rumi, Mira, and Joy, complemented by digital campaigns, social media events, and offline pop-ups, offering fans additional ways to connect with the series worldwide.

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