Netflix’s ‘KPop Demon Hunters’ to Launch Extensive Toy and Game Line with Mattel and Hasbro
Netflix has secured unprecedented co-master toy licensing agreements with both Mattel and Hasbro for its upcoming fantasy series, “KPop Demon Hunters,” with toys, games, and related products slated for release in 2026.
The deals represent a unique approach to merchandising, splitting product categories between the two toy giants. Mattel will focus on dolls, fashion dolls, and accessories, while Hasbro will develop action figures, collectibles, and games based on the series. This marks a significant investment in extending the “KPop Demon Hunters” brand beyond the screen and into the physical world.
Hasbro CEO Chris Cocks described the project as “really cool,” adding that the company currently has “45 to 50 film & TV projects now in development.” The series itself blends the high-energy world of K-Pop with supernatural action, a combination expected to appeal to a broad demographic. For more on the growing trend of entertainment-driven toy lines, see The Toy Association website.
Officials state that the 2026 release date allows for comprehensive product development aligned with the show’s premiere and storyline. This coordinated launch strategy is becoming increasingly common as streaming services seek to maximize revenue streams beyond subscription fees, as reported by Statista.
Both Mattel and Hasbro are currently working on designs and prototypes, with further details about the product lines expected to be revealed throughout 2025 and 2026.
