Netflix Partners with Mattel and Hasbro to Create Merchandise for “KPop Demon Hunters”
Netflix is capitalizing on the massive success of its animated movie “KPop Demon Hunters” by partnering with toy makers Mattel Inc. and Hasbro Inc. to produce a range of merchandise, including dolls, action figures, plushies, and youth electronics. This move is part of Netflix’s ongoing effort to expand its presence in the retail space and create new revenue streams.
The licensing deal between Netflix, Mattel, and Hasbro is a significant development, given the enormous popularity of “KPop Demon Hunters” since its release in June. With over 325 million views in its first 91 days on the streaming service, the movie has become Netflix’s most-watched film. The partnership will enable fans to purchase merchandise based on the movie, which tells the story of a trio of powerful singers and demon hunters who protect the world from dangerous demons.
Expanding the Fandom
Netflix has been aggressively partnering with brands to expand the fandom of its shows and movies. The company is set to open its first physical location, called Netflix House, next month, where it will host experiences based on its programs and sell food and merchandise. This move is part of Netflix’s strategy to create immersive experiences for its fans and increase engagement with its content.
According to Marian Lee, Netflix’s chief marketing officer, “KPop Demon Hunters unleashed a global fan frenzy.” The partnership with Mattel and Hasbro will enable fans to purchase high-quality merchandise, including dolls, games, and other items. Hasbro and Mattel will both become global co-master toy licensees for “KPop Demon Hunters,” marking a significant collaboration between the three companies.
A Growing Trend
Netflix has had other successful partnerships with toy makers, including Squishmallows for shows like “Stranger Things” and Lego sets based on “One Piece.” The company has also launched in-person experiences, such as balls based on the Regency era romance series “Bridgerton.” These partnerships demonstrate Netflix’s commitment to creating immersive experiences for its fans and expanding its presence in the retail space.
Tim Kilpin, Hasbro’s president of toy, licensing, and entertainment, noted that “KPop Demon Hunters is a powerful pop culture phenomenon with global resonance—one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation.” The partnership between Netflix, Mattel, and Hasbro is a testament to the growing trend of streaming services partnering with brands to create merchandise and experiences based on their content.
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