The viral success of Netflix’s “KPop Demon Hunters” has sparked massive demand for official merchandise — but toymakers Mattel and Hasbro won’t deliver most items until after the holidays, missing this year’s peak shopping season.
Netflix announced that the two companies will produce dolls, games, and collectibles tied to the hit animated movie, but most products will ship starting in January. Insiders told Reuters that both firms were slow to commit to licensing before the film’s June debut, failing to anticipate its explosive popularity among K-pop fans and anime enthusiasts.
Developing toys typically takes over a year, meaning the toymakers’ late entry left them unable to meet 2024’s critical sales window. “It takes time to develop product, especially at the quality that we do,” said Mattel CEO Ynon Kreiz, adding that the company has now accelerated production due to strong consumer interest.
“KPop Demon Hunters” has been a cultural sensation, becoming Netflix’s most-watched animated film by July, with its soundtrack hit “Golden” reaching No. 1 on Billboard’s Hot 100. A subsequent sing-along theatrical version sold out across 1,300 theaters globally.
For Netflix, the merchandise deals mark a growing effort to diversify revenue streams, similar to strategies used by Disney’s “Frozen” and Warner Bros’ “Barbie.” The company recently expanded partnerships with Jazwares for “Stranger Things” products and Lego for “One Piece” sets.
Despite the delay, industry analysts predict strong 2025 demand as the toy lines roll out alongside rising consumer spending. However, this year’s holiday market will likely be dominated by products linked to “Jurassic World: Rebirth” and “Transformers 8: Rise of Unicorn.”
