Hasbro and Mattel sign as global co-master toy licensees for Netflix’s KPop Demon Hunters

Mattel and Hasbro have been named global co-master toy licensee for KPop Demon Hunters.

The combined partnership will see toys, collectibles, games, role-play products and more launch in 2026 for the smash-hit movie.

“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 at 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!”

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.
A pre-sale three-pack of HUNTR/X dolls will go on sale on Mattel Creations from November 12th, with orders landing next year.

“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.”

Hasbro’s offering collection will span KPop Demon Hunters products across categories like special feature plush, youth electronics and role play, as well as collabs across games, Nerf and Furby.

Hasbro’s first product introduction will be Monopoly Deal: KPop Demon Hunters, arriving January 1st, 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, and 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.