Netflix’s ‘KPop Demon Hunters’ Franchise Expands with Mattel and Hasbro Toy Deals

Netflix announced today a unique co-master toy licensing agreement with both Mattel and Hasbro for its upcoming fantasy series, “KPop Demon Hunters,” bringing a wide range of toys, games, and collectibles to market.

The agreement, revealed on October 21, 2025, splits merchandising categories between the two toy giants. Mattel will focus on dolls, fashion dolls, and accessories, while Hasbro will develop action figures, collectible figures, and role-play items. Both companies will also collaborate on games and other related products. This dual-licensing approach is unusual in the entertainment industry, and signals Netflix’s confidence in the property’s broad appeal.

“KPop Demon Hunters” is a live-action fantasy series centered around a group of Korean pop idols who secretly battle supernatural forces. The series is expected to premiere in late 2026, with the first wave of toys anticipated to arrive in stores in time for the 2027 holiday season. This strategic rollout allows for building anticipation alongside the show’s release. For more on the growing trend of entertainment-based toys, see The Toy Association website.

The move underscores Netflix’s increasing focus on building out franchises beyond streaming, leveraging popular content into physical products. This strategy is becoming increasingly common as streaming services seek new revenue streams and deeper engagement with their audiences. You can learn more about Netflix’s broader strategy here.

Officials from both Mattel and Hasbro expressed enthusiasm for the partnership, stating they are eager to bring the world of “KPop Demon Hunters” to life for fans worldwide.