Netflix Names Mattel, Hasbro Co‑Master Licensees

Netflix has named Mattel and Hasbro global “co‑master” toy licensees for KPop Demon Hunters in an industry‑first dual arrangement to roll out toys, collectibles, games and role‑play products. Mattel will produce dolls, action figures, accessories, playsets and co‑brand collaborations, and is offering a presale three‑pack of Huntr/x fashion dolls (preorder Nov. 12) with shipments in 2026. Hasbro will produce plush, youth electronics, role‑play items and games, including crossovers with Hasbro Games, Wizards of the Coast, Nerf and Furby; its Monopoly Deal: KPop Demon Hunters edition is available for preorder Oct. 21 with orders shipping Jan. 1, 2026. Retail launches for the combined lines are planned beginning spring 2026 and will extend through the holiday season. The merchandising push follows the film’s commercial and cultural success—about 325 million views in 91 days and a chart‑topping soundtrack with billions of streams—which Netflix is leveraging to expand the property beyond streaming.