Netflix Secures Major Partnerships with Mattel and Hasbro for KPop Demon Hunters Toys Games and Merchandise

Basio badr

ago 5 hours

The streaming platform Netflix has made significant strides in the toy market by partnering with two major companies, Mattel and Hasbro. This “industry-first” collaboration will roll out a variety of toys, collectibles, games, and merchandise based on its hit franchise, KPop Demon Hunters.

Major Partnerships with Mattel and Hasbro

Netflix has appointed Mattel and Hasbro as global co-master toy licensees. This agreement allows both companies exclusive rights to create and distribute products tied to KPop Demon Hunters, starting in 2026.

Mattel: Responsible for dolls, action figures, accessories, and play sets.
Hasbro: Will focus on plush toys, youth electronics, and merchandise like a special KPop Demon Hunters edition of Monopoly Deal, set to launch in January.

KPop Demon Hunters: A Sensational Hit

KPop Demon Hunters premiered during the summer and has since skyrocketed to become Netflix’s most successful film. The film was produced by Sony Pictures as part of a deal with Netflix, which retains the intellectual property rights for consumer products.

Recognizing the film’s popularity, Netflix is expanding its merchandise offerings to meet high consumer demand. This includes collaborations with brands like Spirit Halloween to introduce themed costumes for seasonal promotions.

Impact of Consumer Products on Brand Affinity

Consumer products present a lucrative revenue opportunity for media companies. They not only provide substantial profit margins but also enhance overall brand loyalty among fans. As Netflix ventures deeper into this market, its partnerships for KPop Demon Hunters serve to broaden its reach.

Roberto Stanichi, chief global brand officer for Mattel, expressed enthusiasm about the partnership, stating, “We’re thrilled to deepen our collaboration with Netflix through the record-shattering KPop Demon Hunters.” The initiative aims to deliver a diverse range of exciting products that appeal to fans worldwide.

Tim Kilpin, president of toy licensing and entertainment at Hasbro, commented on the collaboration’s significance, emphasizing the potential for engaging storytelling and immersive play experiences that unite fans with their favorite characters.

Conclusion

The partnership between Netflix, Mattel, and Hasbro marks a major step forward in the realm of KPop Demon Hunters merchandise. This collaboration is set to create a robust lineup that enhances the film’s impact and reaches audiences beyond the screen.