Netflix Names Mattel, Hasbro Co‑Master Licensees

Netflix has named Mattel and Hasbro global co‑master toy licensees for its hit film KPop Demon Hunters, tapping them to produce toys, collectibles, games and role‑play products beginning in 2026. The animated musical became Netflix’s most‑watched original movie with roughly 325 million views in about 91 days and has a platinum soundtrack whose single “Golden” hit No. 1, driving billions of streams and social trends like cosplay and dance challenges. Mattel will develop dolls, action figures, accessories, collectibles and playsets, including a Mattel Creations three‑pack available for preorder Nov. 12 and shipping in 2026. Hasbro will produce plush, youth electronics, role‑play items and games, beginning with a KPop Demon Hunters edition of Monopoly Deal available for preorder Oct. 21 and shipping Jan. 1, 2026. Products from both companies are slated to reach retail beginning spring 2026 and roll through the holiday season. Netflix and partners describe the arrangement as an industry‑first dual “co‑master” licensing approach and say it complements the company’s broader strategy to monetize original IP through merchandise, mobile games and immersive experiences beyond subscriptions.