Netflix, Mattel, and Hasbro Team Up for KPop Demon Hunters Merchandise
In an unprecedented move, Netflix has secured co-master licensing agreements with toy industry leaders Mattel and Hasbro for its upcoming animated series, KPop Demon Hunters. The deal paves the way for an extensive merchandise lineup—including action figures, fashion dolls, board games, and more—blending K-pop fandom with supernatural action.
A First-of-Its-Kind Merchandising Strategy
Unlike traditional exclusive licensing deals, Netflix’s partnership allows both Mattel and Hasbro to develop complementary product lines simultaneously. This strategy ensures a wider variety of merchandise, catering to different fan interests—from collectible dolls to interactive games.
A Netflix spokesperson stated:
“KPop Demon Hunters is poised to be a cultural sensation. Partnering with both Mattel and Hasbro means fans can engage with the franchise in multiple ways—whether through role-play, collectibles, or gaming.”
What Is KPop Demon Hunters?
Produced by Netflix and MGM Animation, KPop Demon Hunters follows a fictional K-pop girl group that battles demons while navigating the pressures of stardom. The series combines high-energy music, supernatural action, and humor—similar to hits like Arcane and Castlevania.
With K-pop’s global dominance (thanks to groups like BTS and BLACKPINK) and the rising demand for animated action series, Netflix is betting big on this franchise’s cross-industry appeal.
Exclusive Look at the Upcoming Merchandise
While full details are still under wraps, insider reports reveal exciting product categories:
Mattel’s Lineup (Rumored)
- Collectible fashion dolls with interchangeable outfits (stage wear vs. battle gear).
- “Stage-to-Battle” playset—a transformable concert stage for demon-fighting action.
- Miniature blind-box figures featuring hidden demon forms.
Hasbro’s Offerings (Expected)
- Articulated action figures with battle accessories.
- Cooperative board game where players balance idol life and demon hunting.
- Augmented Reality (AR) toys, possibly including a demon-summoning app.
Why This Deal Matters for Netflix and Fans
Netflix is expanding beyond streaming into merchandising dominance, following in the footsteps of Disney’s Star Wars and Marvel. The K-pop angle is strategic—given the genre’s massive merchandise sales—and could turn KPop Demon Hunters into a multimedia franchise.
If successful, this deal could lead to similar partnerships for other Netflix originals (Avatar: The Last Airbender, One Piece).
Release Dates and What’s Next
The animated series is set to debut in 2025, with merchandise launching around the same time. Fans can expect a viral soundtrack, collectible frenzy, and possibly even more tie-ins (apparel, cosplay, etc.).
Stay tuned for updates on pre-orders, exclusives, and early reveals!
