Mattel & Hasbro Named Master Toy Licensees for KPop Demon Hunters

Mattel and Hasbro will be developing a full portfolio of toys, collectibles, games, role-play products and more as the co-master toy licensees for Netflix’s KPop Demon Hunters.

“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 at 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!”

Through the Netflix-Mattel partnership, Mattel will market and develop a full range of KPop Demon Hunters-themed products across multiple categories, including dolls, action figures, accessories, collectibles, play sets, collaborations with co-brands and more, beginning in 2026. Mattel Creations is introducing a presale three-pack of HUNTR/X dolls, however, beginning on November 12, with orders shipping in 2026.

“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” commented Roberto Stanichi, chief global brand officer at 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.”

Through the Netflix-Hasbro partnership, Hasbro will introduce products such as special feature plushes, youth electronics and role-play items. In addition, Hasbro will leverage its portfolio of brands—including Nerf and Furby—and introduce a host of collaborations. The first product will be MONOPOLY Deal: KPop Demon Hunters, available now for preorder via Amazon, Target and Walmart. Orders will ship on January 1, 2026.

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

From directors Maggie Kang and Chris Appelhans, KPop Demon Hunters follows K-pop superstars HUNTR/X, who use their secret identities as demon hunters to protect their fans from a supernatural threat. Together, they face their biggest enemy yet—an irresistible rival boy band of demons in disguise. KPop Demon Hunters is produced in partnership with Sony Pictures Animation.

Since releasing in June 2025, the movie has become the most popular film on Netflix of all time, achieving over 325 million views worldwide in 91 days. The soundtrack also reached number one on Billboard’s 200 Albums chart and has been streamed 8.3 billion times globally.