WANT A KPOP DEMON HUNTERS TOY THIS HOLIDAY? WAIT UNTIL NEXT YEAR, SAY TOYMAKERS

Fans of Netflix's runaway hit KPop Demon Hunters will only be able to get their hands on branded toys well after the key holiday shopping season, a missed opportunity for Mattel and Hasbro that have won licensing deals from the streaming giant.

- ARRIANA MCLYMORE JESSICA DINAPOLI REUTERS

Mattel and Hasbro declined to comment on whether they declined the licences before the film was released.

In an interview on Tuesday, Ynon Kreiz, CEO of Mattel, said: “It does take time to develop product, especially at the quality that we do.”

“Here, we're going to put (the toys) on a fast track given the strong demand,” Kreiz said.

KPop Demon Hunters tasted success at release. It topped streaming and became Netflix’s most-watched animated film ever by early July, while Golden, a song from the film hit No.1 on Billboard Hot 100. Two months later, a theatrical singalong release sold out at more than 1,300 cinemas including in the US and UK.

To be sure, merchandise tied to movie hits or seen on celebrities can sell out no matter the time of launch. For instance, Labubus, the collectable plushie toys with a sharp-toothed grin, were first launched in 2015 but went viral a decade later after stars including Blackpink singer Lisa were seen carrying one.