Netflix inks Mattel, Hasbro toy deals for KPop Demon Hunters

Netflix has struck licensing deals with toymakers Mattel and Hasbro to produce a global line of toys and merchandise tied to its animated hit KPop Demon Hunters, the companies said on Tuesday, as the streamer seeks to translate the film's cultural momentum into consumer products and new revenue streams. The first products are slated to arrive in 2026, with preorders beginning in November, and retailers expected to carry items through the 2026 holiday season and beyond.

Since its June debut, KPop Demon Hunters has become Netflix's most watched original film, registering 325 million global views. The movie's soundtrack also achieved major chart success, earning platinum certification and a No. 1 single, and the film has generated widespread fan activity, including cosplay and music-driven social media challenges. Netflix briefly released the film in theaters in August and plans a limited singalong engagement over Halloween, with some theater chains scheduling screenings.

Under the agreements, Mattel will develop and market a broad range of products including dolls, action figures, accessories, collectibles and playsets. The company said it is expediting development to meet...