Netflix Inks Major Deals With Mattel and Hasbro for ‘KPop Demon Hunters’ Toys, But Don’t Expect Them For Christmas

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Netflix has reached unique global deals with Mattel and Hasbro to create merchandise and toys inspired by its animated movie, KPop Demon Hunters. Both companies will be the main toy producers, making everything from dolls to board games.

Netflix Inks Major Deals With Mattel and Hasbro for ‘KPop Demon Hunters’ Toys, Games and Products

— The Hollywood Reporter (@THR) October 21, 2025

However, excited fans shouldn’t expect anything out this Christmas Holiday season.

Breakdown of the Deals

Mattel plans to produce a wide range of products including dolls, action figures, playsets, and collectibles, and will also partner with other brands globally. Fans can get early access through Mattel Creations, where a special three-pack of HUNTR/X fashion dolls will be available for pre-order starting November 12, 2025, and is expected to ship in 2026.

Hasbro will create and sell a range of related products, including toys, games, and electronics, that build on the world of KPop Demon Hunters. They’ll be using popular Hasbro brands like Nerf, Furby, and games from Wizards of the Coast and Hasbro Games to develop toys and activities inspired by the film, bringing the characters and story to life in new ways.

Hasbro is launching a new version of Monopoly Deal called Monopoly Deal: KPop Demon Hunters. You can pre-order it starting October 21, 2025, and it will ship on January 1, 2026.

Industry Context

It’s unusual for a toy company to license its properties in this way – some are even calling it a first for the industry. Typically, one company has exclusive rights to create toys based on a show or movie. Netflix believes this new approach will allow for more diverse products and wider availability in stores. The company sees this partnership as a key step in its plan to grow its presence in the consumer goods market.

The popularity of K-Pop Demon Hunters is massive, forcing Mattel and Hasbro to separate its product licensing from Netflix. By 2027, Disney is expected to be a distant second in the market for girls’ merchandise. Netflix has effectively secured decades of dominance and billions in revenue across multiple properties – a nearly unshakeable position.

— Valliant Renegade (@ValliantRenegad) October 21, 2025

Industry analyst Valiant Renegade highlighted the massive impact of “K-Pop Demon Hunters” on X (formerly Twitter), noting that its popularity forced Mattel and Hasbro to separate product licensing from Netflix. They predict Disney will likely lose its dominance in the girls’ merchandise market by 2027, as Netflix, with a $120 million investment in Sony, quickly established itself as a major player, potentially surpassing the long-held market power of Disney Princesses.

Holiday Shortage: No KPop Demon Hunters Toys This Christmas

Even with Netflix’s recent deals with Mattel and Hasbro, fans hoping to find KPop Demon Hunters toys for the holidays will be disappointed. According to a report from Geeks + Gamers, there won’t be any available for Christmas 2025. The reason is simple: the movie’s popularity exceeded all expectations.

When the animated musical KPop Demon Hunters launched in June, it quickly became a huge hit on Netflix, ranking among their most popular releases ever. This unexpected success took both Netflix and toy companies by surprise. They hadn’t anticipated such high demand and therefore hadn’t made plans to mass-produce toys for a worldwide launch.

As a huge fan, I was so excited when Netflix announced those toy deals with Mattel and Hasbro! But it turns out, everything happened a little too late for this year. Apparently, the deadline for getting toys made for the 2025 holiday season had already passed. So, the first toys we’ll actually see – like the Mattel Creations doll and that awesome KPop Demon Hunters Monopoly Deal from Hasbro – won’t be hitting shelves until early 2026. It’s a bit of a wait, but I’m still really looking forward to them!

As a movie and TV fan, it really shows how tricky it is to turn a show into actual stuff you can buy. Netflix had this unexpected smash hit, but it seems like everyone involved just couldn’t keep up with how much fans wanted merchandise! It’s a shame when something popular doesn’t have enough stuff available for people who love it.

The delay might actually benefit Netflix. Now that two major toy companies are partnering to create related products, 2026 could be the year KPop Demon Hunters expands from a popular streaming show into a complete retail brand with toys and merchandise.

Film Background

KPop Demon Hunters is a new animated musical from Netflix and Sony Pictures Animation. It’s about a K-pop girl group called HUNTR/X who secretly fight demons between performances. Released globally on Netflix in June 2025, the film quickly became a hit, reaching 325 million views in just three months. The soundtrack was also incredibly popular, hitting number one on the Billboard 200 chart and racking up over 8 billion streams.

Because the movie was so popular, people are now very interested in buying merchandise related to it. Netflix and its collaborators are planning a big release of these products, hoping to appeal to both serious collectors and kids.

Marion Lee, Netflix’s Chief Marketing Officer, commented on the film’s success and upcoming toys.

The debut of KPop Demon Hunters caused a huge reaction from fans worldwide, with lots of dancing, singing, and excited screaming. The group HUNTR/X proved that a truly successful team works better together than as individuals. This unique partnership between Netflix, Mattel, and Hasbro will finally give fans the dolls, games, and merchandise they’ve been eagerly requesting online. As the characters Rumi, Mira, and Zoey would say, it’s all for the fans!

Summary

As a movie critic, I’m watching Netflix make a really interesting move with KPop Demon Hunters. They’ve tapped both Mattel and Hasbro to create toys based on the animated film, and that tells me they’re serious about building a long-term franchise. It’s not just about the movie being a hit; they want KPop Demon Hunters on store shelves for years to come, and the toy rollout, starting in 2026, is the first sign of that ambition. It’s a smart strategy to have two major players in the toy world involved – it really maximizes their potential reach.

If you were hoping to find KPop Demon Hunters merchandise under the tree this year, you’re unfortunately out of luck!

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2025-10-27 18:58