Netflix Enlists Mattel and Hasbro to Build a K-Pop Demon Hunters Toy Empire

Well, the KPop Demon Hunters craze is not slowing down. Netflix is teaming up with Mattel and Hasbro for a big, loud merch push that basically turns the movie into its own toy aisle. We are talking dolls, action figures, collectibles, games, role-play gear, playsets, and a bunch of co-branded tie-ins. In other words: if it can be merchandised, it will be.

Why this is happening: the movie is gigantic

Released in June 2025, KPop Demon Hunters blew past hit status and into full-on phenomenon. Netflix says it is now the most popular film in the platform's history, pulling in over 325 million views worldwide in just 91 days. The soundtrack hit No. 1 on the Billboard 200 and has racked up 8.3 billion streams globally. The single 'Golden' set a new mark as the longest-running No. 1 by a girl group on the Billboard Hot 100 this century. And this Halloween, the five lead characters took the top five slots for most-searched costumes. That is an absurd level of dominance.

'KPop Demon Hunters unleashed a global fan frenzy — we are talking dancing, singing, and more screaming than anyone was emotionally prepared for,' said Marian Lee, Netflix CMO, adding that bringing Mattel and Hasbro into the mix lets fans finally get the dolls, games, and merch they have been loudly asking for. As the HUNTR/X trio — Rumi, Mira, and Zoey — would say: 'for the fans.'

What is coming, and when

• The plan covers a full portfolio: toys, collectibles, games, role-play items, playsets, and co-branded collabs tied to the film's characters, music, and world.
• Retail rollout starts spring 2026, runs through holiday 2026, and keeps going after that.
• Mattel is developing a broad range across dolls, action figures, accessories, collectibles, playsets, and collabs, with worldwide distribution kicking off in 2026.
• Early peek: Mattel Creations will do a presale three-pack of HUNTR/X dolls starting November 12, 2025. Orders ship in 2026. Fans can sign up for updates through Mattel Creations.

What the companies are saying

Mattel's global brand chief Roberto Stanichi says they are going big on the breakout characters at the heart of the film, leaning on the company's design and marketing muscle to deliver a wide slate for fans around the world.

Hasbro's Tim Kilpin frames it as building products that extend the film's universe beyond the screen — a lineup that leans into story and fandom, with Hasbro's usual play-first approach.

My read

This is a first-of-its-kind three-way between Netflix and the two biggest toy players, and it makes sense. The demand is already there, the stats are ridiculous, and the Halloween search data is basically a giant neon sign that says 'make toys now.' Personally, I have been waiting for official KPop Demon Hunters stuff that does not look like bootleg tees from the corner of the internet. Wallet: prepared.