- Netflix names Mattel and Hasbro as global toy co-licensees for K-pop Warriors.
- The portfolio will include dolls, figures, plush toys, youth electronics, games, and role-playing products starting in spring 2026.
- Mattel will open pre-orders for the HUNTR/X three-doll pack in November through Mattel Creations.
- Hasbro launches Monopoly Deal: KPop Demon Hunters, with preorders starting October 21 and shipping January 1, 2026.
Netflix has launched an unusual move in the industry: two historical rivals, Mattel and Hasbro, will share a license as global toy co-licensees for the successful animated film The K-pop Demon HuntersThe move reinforces the platform's consumer products strategy and opens the door to a broad catalog that goes far beyond the screen.
The agreement includes dolls, action figures, plush toys, board games, role-playing items, and children's electronics. As announced, the first items will arrive in stores. from spring 2026; before, Mattel will be pre-selling the HUNTR/X three-doll pack at Mattel Creations in November.While Hasbro will offer Monopoly Deal: KPop Demon Hunters pre-orders starting October 21. with shipments expected by January 1, 2026.
An unprecedented agreement between rivals
The structure of shared license —or co-master— for the same property is exceptional and, in this case, illustrates the magnitude of the demand around the brand. Mattel and Hasbro, competitors for decades, will join forces around a single IP, something that, until now, had hardly been seen in the toy sector.
Netflix highlights that the collaboration with Mattel and Hasbro will allow fans to enjoy the film's characters, music, and universe through new gameplay. In other words, the company aims to ensure that digital excitement translates seamlessly into the physical world.
The movement is backed by a strong commercial performance: K-pop warriors top the list of the most popular films of all time on the platform, their themes invade social networks and the costumes inspired by the protagonists are among the most popular during Halloween. At the same time, the film has resumed special screenings—including karaoke—for the fall season.
What Mattel will release and what the pre-sale will be like
As part of its alliance with Netflix, Mattel will develop a full range of products: dolls, figures, accessories, collectibles and playsets, as well as collaborations with other brands. The company plans global distribution throughout 2026, aligning its design and marketing muscle with the rise of the phenomenon.
As a preview, Mattel Creations —the company's direct sales platform— will open in November the presale from the HUNTR/X three-doll pack. The Orders will be shipped in 2026 and will serve as a cover letter for a broader line that will be expanded throughout the year.
Hasbro's roadmap and its first product
Hasbro, for its part, will bet on Plush toys with special functions, youth electronics and role-playing items to recreate moments from the film. The first confirmed new feature is Monopoly Deal: KPop Demon Hunters, whose reserves are available on amazon, Target and Walmart starting October 21, with a shipping date set for January 1, 2026.
In addition, the company will explore cross-collaborations with brands in its portfolio such as NERF, FURBY, and Wizards of the Coast, with the aim of offering offerings for different ages and fan profiles as 2026 progresses.
The phenomenon that drives merchandising
Since its premiere, the film —the global phenomenon— has added more than 325 million views in 91 days and has risen to number 1 among Netflix's most popular films. The global audience response has accelerated plans to turn the story into a long-standing transmedia franchise.
The soundtrack has also boosted the phenomenon: it reached number 1 on the Billboard 200 and has accumulated more than 8.300 million views on platforms. The single "Golden" has become the longest-running hit by a female group on the Hot 100 chart this century.
Creatively, the film—directed by Maggie Kang and Chris Appelhans in collaboration with Sony Pictures Animation—combines musical and urban action: HUNTRI is a trio of K-pop superstars who, between massive concerts, battle supernatural threats. The premise, visuals, and choreography have connected with audiences of all ages, fueling dance challenges, cosplay, and a very active fandom.
Dates, availability and where to buy
The commercial calendar places the arrival in stores from spring 2026, with new references planned for the Christmas campaign and continued beyond that period. The rollout will be gradual and international.
In reservations, Hasbro opens the season with Monopoly Deal: KPop Demon Hunters at Amazon, Target and Walmart starting October 21st (shipping January 1st, 2026), while Mattel will launch pre-orders for the HUNTR/X triple pack at Mattel Creations in November, with deliveries throughout 2026.
With two toy giants Pushing in the same direction, the brand is expanding its universe beyond streaming: if public interest holds, K-pop Warriors could establish itself as a property with a life of its own on shelves and in toy libraries when the wave of products lands in 2026.
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