Netflix Breaks The Mold With “Kpop Demon Hunters” Toy Deal

It’s no secret that we absolutely love and adore Netflix and Sony’s smash-hit film, Kpop Demon Hunters. We’ve already covered many of the recent developments for this blockbuster over on our sister site, Glowline Hues.

Though it’s only been a matter of months since the film transformed our media and pop culture landscape, the girls of HUNTR/X and the Saja Boys have accomplished something truly incredible—resonating with fans across the globe. Not only has the honeymoon been sealed, but history has been made in ways no one could have ever expected.

One thing fans of all ages have been quietly hoping for is news of toy ranges featuring our favorite idol units (and Bobby—you can’t forget Bobby!).

And Netflix delivered in the most exciting way possible, with fans cheering as if we were front row at a HUNTR/X world tour: not one, but two toy license masters.

Netflix today announced that Mattel Inc. and Hasbro, Inc. have each been named a global co-master toy licensee for its animated feature smash-hit KPop Demon Hunters. Described as “unprecedented,” these licensing partnerships will help meet the massive fan demand for all things HUNTR/X and Saja Boys, and mark another major milestone for Netflix’s smash global hit.

Released in June 2025, both the film and its soundtrack have soared to the top of the charts. The movie is now the most popular film of all time on Netflix, with over 325 million views worldwide in just 91 days. The soundtrack also reached #1 album on Billboard’s 200 Albums chart and has been streamed 8.3 billion times globally. The film’s single, “Golden,” became the longest-running #1 hit by a girl group on the Billboard Hot 100 in the 21st century.

Additionally, all five main characters from the film were the top five most-searched-for Halloween costumes this year.

Netflix’s combined partnerships with Mattel and Hasbro will introduce a full portfolio of toys, collectibles, games, role-play products and more that will allow fans of all ages to engage with the characters, music and world of the film in new ways.

“KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing and more screaming than anyone was emotionally prepared for,” said Marian Lee, Chief Marketing Officer, Netflix. “HUNTR/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity. As  Rumi, Mira and Zoey say — for the fans!”

Through the Netflix-Mattel partnership, Mattel will market and develop a full range of KPop Demon Hunters–themed products across multiple categories, including dolls, action figures, accessories, collectibles, playsets, collaborations with co-brands and more, beginning in 2026 with distribution worldwide. To give fans a first look at Mattel’s offerings, Mattel Creations — the company’s design-driven, direct-to-consumer platform — is introducing a presale three-pack of HUNTR/X dolls. Beginning November 12, 2025, fans will be able to purchase the collection on Mattel Creations, with orders shipping in 2026.

“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping KPop Demon Hunters,” said Roberto Stanichi, Chief Global Brand Officer, Mattel. “Celebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world.”

Through the Netflix-Hasbro partnership, Hasbro will bring beloved on-screen moments to fans through an exciting 2026 product lineup. The collection will feature innovative KPop Demon Hunters products across categories such as special feature plush, youth electronics and role play, further expanding Hasbro’s commitment to delivering immersive play experiences that connect entertainment and imagination.

In addition, Hasbro will be leveraging the strength of its brand portfolio — including Hasbro Games, Wizards of the Coast, Nerf and Furby — to introduce a range of collaborations designed to delight fans of all ages. Hasbro’s first product introduction will be Monopoly Deal: KPop Demon Hunters. Available for pre-order on Amazon, Target and Walmart starting today, October 21, 2025, this new introduction combines the fast action of Monopoly Deal with characters and themes from the hit Netflix film with orders shipping on January 1, 2026.

“KPop Demon Hunters is a powerful pop culture phenomenon with global resonance — one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,” said Tim Kilpin, President of Toy, Licensing & Entertainment at Hasbro. “This collaboration with Netflix enables us to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play. Together, we’re building a product lineup that unites storytelling and fandom in a uniquely Hasbro way.”

Products from Mattel and Hasbro will be available at retail beginning spring 2026 through the holiday season of 2026 and beyond.

From directors Maggie Kang and Chris Appelhans, KPop Demon Hunters follows K-pop superstars HUNTR/X, who, when they aren’t selling out stadiums, use their secret identities as badass demon hunters to protect their fans from an ever-present supernatural threat. Together, they must face their biggest enemy yet — an irresistible rival boy band of demons in disguise. KPop Demon Hunters is a Netflix film produced in partnership with Sony Pictures Animation.

Calling this “massive and game-changing” feels like an understatement considering just how groundbreaking Kpop Demon Hunters is. This is truly a dream come true. As fans of HUNTR/X and the Saja Boys, you know we’re ready to collect everything—and share it all with you!