From Streaming Spike to Toy Aisles: KPop Demon Hunters Becomes Netflix’s Big Bet
Netflix is turning its record‑smashing animated hit, “KPop Demon Hunters,” into far more than just a streaming phenomenon, the streamer has inked major toy and merchandise deals to keep the momentum rolling.
How it all began
The film, about a K‑pop girl group who moonlight as demon‑hunters, rocketed onto the scene with astonishing speed. It has broken records on Netflix to become the platform’s most‑watched original film.
Now, Netflix is leveraging that success to expand into merchandise, through partnerships with toy‑giants Mattel and Hasbro. These deals will spawn dolls, action figures, plushes, games and role‑play items beginning in 2026.
Why this matters
Revenue diversification: Netflix is less dependent on subscriptions alone, big merchandise deals turn content into hot product.
Brand longevity: “KPop Demon Hunters” is moving from a single film to a full‑fledged IP, meaning spin‑offs, games, toys and more.
Global culture angle: The film merges K‑pop, animation and mythic storytelling in a way that resonated globally, making it ripe for fandom extension.
Merchandise rollout highlights
Mattel will launch a three‑pack of Huntr/x fashion dolls starting with a pre‑sale on Nov 12 2025; shipping in 2026.
Hasbro’s first offering: a “MONOPOLY Deal: KPop Demon Hunters” card game pre‑order from Oct 2025, shipping January 2026.
Full retail rollout expected spring 2026 through the holiday season and beyond.
The bigger picture
The move signals how streaming titans are now behaving like entertainment conglomerates: creating content, then layering in music, fashion, toys, fandom activation and more. With “KPop Demon Hunters,” Netflix isn’t just chasing views, it’s shaping culture. Fans are already uploading cosplay, dance challenges and merchandise wish lists.
What to watch next
Will Netflix launch a sequel, series spin‑off or live‑event for the franchise? Industry chatter suggests “yes.”
How will the toys perform? Strong pre‑orders could predict broader consumer demand beyond streaming.
Will other non‑franchise, original films follow this path of rapid IP extension? If the model works, we’ll see copycats.