Netflix forges unprecedented 'KPop Demon Hunters' toy partnerships

Netflix yesterday announced that Mattel Inc., a leading global toy and family entertainment company, and Hasbro, Inc., a leading games, IP and toy company, have each been named a global co-master toy licensee for KPop Demon Hunters.

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These unprecedented licensing partnerships will help meet the massive fan demand to have these favorite characters as part of their everyday lives, and mark another major milestone for Netflix's smash global hit.

KPop Demon Hunters has cemented its status as a cultural phenomenon. Released June 2025, the film and the soundtrack have gone up, up, up on the charts to claim #1 most popular film of all time on Netflix with more than 325 million views globally over 91 days, and #1 album on Billboard's 200 Albums chart, reaching 8.3 billion streams worldwide.

Fan love has made the film's single "Golden" Billboard Hot 100's longest-running #1 hit by a girl group released in the 21st century while the film's characters claimed all five spots of the top five most-searched-for Halloween costumes this year.

Netflix's combined partnerships with Mattel and Hasbro will introduce a full portfolio of toys, collectibles, games, role-play products and more that will allow fans of all ages to drink up the characters, music, and world of the film in new and fun ways.