"K-Pop Demon Hunters" Dolls Coming Soon... Netflix Signs Deal with Mattel and Hasbro

Huntrix Three-Doll Set and Monopoly Edition to Launch

Netflix is entering the toy market, leveraging the popularity of its animated series "K-Pop Demon Hunters" (K-Pop Demon Hunters).

Image of Huntrex from K-Pop Demon Hunters. Netflix

On October 21 (local time), Netflix announced that it had signed a licensing agreement with global toy manufacturers Mattel and Hasbro. Starting in 2026, Netflix and the two companies will launch a variety of products, including toys, collectibles, games, and role-playing items.

Marian Lee, Chief Marketing Officer at Netflix, said, "Fans around the world have been enthusiastic about K-Pop Demon Hunters. Now, together with Mattel and Hasbro, we will present the best products that fans can actually hold in their hands," adding, "Like Lumi, Mira, and Joy, this will be a collaboration 'for the fans, by the fans.'"

Mattel, renowned for its Barbie dolls, will introduce the first product under this licensing agreement: a three-piece set of Huntrix dolls, based on the main girl group characters from K-Pop Demon Hunters. Pre-orders will begin in November on the official platform, Mattel Creations, and product deliveries will start next year.

Hasbro will unveil new products across various categories, including dolls, electronic toys, and role-playing items, starting in 2026. The first product will be the popular card game "Monopoly Deal: K-Pop Demon Hunters Edition," which will be available for pre-order on Amazon, Target, and Walmart starting October 21. The official release is scheduled for January 1, 2026.

Tim Kilpin, President of Hasbro's Toy, Licensing & Entertainment division, stated, "K-Pop Demon Hunters is a cultural phenomenon with global resonance," adding, "Through collaboration with Netflix, we will allow fans to experience the movie's universe in real life."

Released in June, K-Pop Demon Hunters set a new Netflix record with 325 million views in just 91 days, becoming the platform's most-watched film of all time. Its soundtrack also topped the Billboard 200 albums chart and surpassed 8.3 billion cumulative streams worldwide. The film's theme song "Golden" has maintained the longest No. 1 streak on the Billboard Hot 100 among 21st-century girl group tracks. Characters from K-Pop Demon Hunters ranked in the top five most-searched Halloween costumes this year.