SEOUL, October 22 (AJP) -Netflix has partnered with global toy giants Mattel and Hasbro to turn its blockbuster K-Pop Demon Hunters into a full-fledged franchise spanning dolls, board games, and collectibles — marking a major step in the platform’s transformation into a creator of global intellectual properties.
Under the new licensing deal, Mattel, famed for Barbie, and Hasbro, the maker of Monopoly, will roll out a wide range of products inspired by the hit anime. “The combined partnerships will introduce a full portfolio of toys, collectibles, games, and role-play products that allow fans of all ages to immerse themselves in the characters, music, and world of the film in new and fun ways,” Netflix said in a statement.
The beloved HUNTR/X trio — Rumi, Mira, and Zoey — will debut next year as Barbie-style dolls, action figures, and game characters, with preorders opening in November. Meanwhile, Hasbro will launch “Monopoly Deal: K-Pop Demon Hunters,” available for preorder through major U.S. retailers including Amazon, Target, and Walmart.
The collaboration between Mattel and Hasbro — fierce rivals and the two largest toy makers in the world — is rare, highlighting the market power of the K-Pop Demon Hunters franchise and its ability to bridge industries.
The deal also underscores Netflix’s strategic evolution from streaming platform to an expansive entertainment ecosystem. With K-Pop Demon Hunters as a cornerstone, Netflix is building its own “IP universe” — spanning films, games, merchandise, and potentially theme parks — aiming to make its original creations a lasting part of fans’ daily lives.
* This article, published by Aju Business Daily, was translated by AI and edited by AJP.
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