From screen to shelf: Netflix taps Mattel, Hasbro for KPop Demon Hunters toys
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KPop Demon Hunters has topped more than 325 million views since its June debut, making it Netflix’s most-watched original movie.
PHOTO: AFP
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LOS ANGELES – Netflix is teaming up with Mattel and Hasbro to turn its blockbuster animated film KPop Demon Hunters (2025) into toys, deepening a consumer-good push that could help diversify its revenue.
The partnership, announced on Oct 21, will produce toys, collectibles, games and role-play products based on the film that follows a successful female K-pop trio who hold massive concerts while trying to save the world from sinister forces.
The first products from the tie-up will be released in 2026. Consumers can pre-order through online platform Mattel Creations, starting in November.
Since its June debut, KPop Demon Hunters has topped more than 325 million views
The movie has sparked a steady stream of cosplay and dance challenges across social media platforms.
By venturing into toys, Netflix is betting smaller, non-franchise films can scale into lucrative intellectual property. The company is already offering KPop Demon Hunters apparel, accessories and collectibles through its online shop.
Diversification push
The streamer also offers toys based on other hit franchises, such as American science-fiction series Stranger Things (2016 to present). It has invested heavily in mobile games and immersive experiences stemming from its original content to diversify revenue away from subscriptions.
Other media companies including Walt Disney have leant on toys to turn breakout hits such as Frozen (2013 to present) into massive franchises that bring a reliable stream of revenue.
Financial details of the deal on Oct 21 were not disclosed. Shares of Mattel closed regular trading 2.5 per cent higher as the deal offers it another chance to tap a global entertainment phenomenon, like its success with the film Barbie (2023).
Mattel will develop and market a global line of KPop Demon Hunters products starting in 2026, spanning dolls, action figures, accessories, collectibles and play sets.
Its chief executive Ynon Kreiz told Reuters the deal is a win-win situation for Mattel and Netflix, adding: “This is especially exciting given the scale and appeal of this new franchise.”
He said Mattel is fast-tracking the development of the products due to expected strong demand and will expedite shipping.
“We will do everything we can to fulfil the demand,” he added.
Mattel reported its third-quarter results on Oct 21, with sales and profit falling short of estimates due to sluggish demand in North America amid economic uncertainty.
Hasbro’s range from the Netflix tie-up will include special-feature plush, youth electronics and role-play items, with the first release being a Monopoly Deal: KPop Demon Hunters edition. REUTERS
