On October 21, 2025, Netflix, Mattel, and Hasbro announced a global co‑master toy licensing partnership for the KPop Demon Hunters franchise. The deal will allow the three companies to jointly develop and market a full range of KPop Demon Hunters‑themed products—including dolls, action figures, accessories, collectibles, playsets, and co‑brand collaborations—beginning in 2026 with worldwide distribution.
The partnership follows the film’s unprecedented success, which has become Netflix’s most‑watched film of all time, amassing over 325 million views in just 91 days. Its soundtrack has surpassed 8.3 billion streams, and the lead single “Golden” holds the record for the longest‑running #1 hit by a girl group on the Billboard Hot 100 in the 21st century.
By tapping into the film’s massive fan base, Mattel gains a new, high‑growth IP that complements its existing portfolio and opens a lucrative revenue stream across multiple product categories. The collaboration also positions Mattel to capture a broader consumer demographic and strengthen its competitive moat in the toy and entertainment markets.
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