Hasbro Partners with Netflix and Mattel for KPop Merchandise from 'KPop Demon Hunters'

Netflix Collaborates with Hasbro and Mattel for KPop Merchandise Expansion

In a notable development, Netflix announces a partnership with Hasbro and Mattel to launch a diverse line of toys based on its animated film "KPop Demon Hunters." This film, which premiered on the streaming platform in June, has rapidly ascended to become Netflix's most popular film of all time, achieving over 325 million views globally. The overwhelming success of "KPop Demon Hunters" has prompted Netflix to release it in theaters, first in August for a limited engagement and again for a Halloween showing. This collaboration is a strategic move, enabling Netflix to capitalize on the film's popularity by introducing a range of merchandise that appeals to its fanbase.

Under the partnership, Hasbro and Mattel will each produce unique merchandise, despite some overlap in product categories. Mattel focuses on dolls, action figures, accessories, and playsets, while Hasbro will create plush toys, electronics, roleplay items, and board games. This delineation allows both companies to cater to different aspects of the consumer market while ensuring a comprehensive range of KPop-themed products. Noteworthy offerings include Mattel's pre-order option for a three-pack of dolls inspired by the fictional KPop trio HUNTR/X—comprising characters Rumi, Mira, and Zoey—as well as Hasbro's debut product, a "KPop Demon Hunters" themed version of Monopoly Deal. These products are anticipated to reach retail shelves in spring 2026, aligning with the film's ongoing promotional efforts.

Marian Lee, Netflix's chief marketing officer, expresses enthusiasm for this venture, emphasizing the opportunity to fulfill consumer demand for KPop-themed merchandise across various platforms. The collaboration not only enhances the visibility of "KPop Demon Hunters" but also marks a significant step for Netflix as it ventures further into consumer products. By leveraging the film’s success, Netflix aims to establish a lasting presence in the toy industry, demonstrating its commitment to diversifying revenue streams beyond traditional streaming services. This partnership signifies a broader trend where streaming companies actively engage in merchandise development, creating new avenues for brand expansion.

In addition to the toy collaboration, Netflix's recent financial results reveal a robust growth trajectory, with a 7% year-over-year revenue increase, reaching $8.54 billion in the third quarter. The company also adds 8.76 million new subscribers, bringing its global total to 238.39 million, underscoring its effective content strategy. As Netflix continues to innovate and explore new markets, the collaboration with Hasbro and Mattel represents an exciting chapter in its evolution as a multifaceted entertainment entity.