Netflix’s ‘KPop Demon Hunters’ to Spawn Toys, Games from Mattel and Hasbro
Netflix has entered into unprecedented co-master toy licensing agreements with both Mattel and Hasbro to produce toys, games, and consumer products based on its upcoming series, “KPop Demon Hunters.”
The deals, announced today, October 24, 2025, are unique in that both toymakers will independently develop and market product lines inspired by the show. Hasbro CEO Chris Cocks described the opportunity as “really cool,” adding that the company currently has between 45 and 50 film and television projects in development. Products are not expected to hit shelves until next year, according to reports.
The collaboration marks a significant shift in how streaming services approach merchandising, traditionally granting exclusive toy licenses. This dual-license strategy aims to maximize market reach and cater to diverse consumer preferences. The popularity of K-Pop and the growing demand for genre-bending entertainment make this a potentially lucrative venture for all parties involved. For more on the evolving landscape of entertainment licensing, see resources from the Licensing Letter.
Details regarding specific product lines remain under wraps, but both companies are expected to create dolls, action figures, and games reflecting the series’ characters and storyline. This move follows Netflix’s broader strategy of expanding its revenue streams beyond subscriptions, as detailed in their recent quarterly earnings report.
Officials from both Mattel and Hasbro stated they are excited to bring the world of “KPop Demon Hunters” to life through innovative and engaging products.
