Netflix Teams Up with Mattel and Hasbro for Explosive ‘KPop Demon Hunters’ Toy Line After Record 325 Million Views

In a move that’s set to turn the streaming giant’s biggest hit into a tangible empire, Netflix has announced blockbuster partnerships with toy powerhouses Mattel and Hasbro to launch a worldwide array of toys, collectibles, and games inspired by the sensation KPop Demon Hunters. The film, which has amassed over 325 million views in just weeks, isn’t just dominating screens—it’s now invading playrooms and collector shelves, capitalizing on its chart-topping soundtrack and fervent global fanbase.

This toy partnership comes at the peak of KPop Demon Hunters‘ cultural tsunami, blending high-octane K-pop energy with supernatural demon-slaying action. Directed by visionary filmmaker Ji-hoon Park, the movie follows a squad of charismatic K-pop idols who moonlight as demon hunters in a neon-lit Seoul underworld. Its unprecedented success—surpassing even Netflix‘s previous juggernauts like Squid Game and Stranger Things—has executives buzzing about a new era of cross-media franchises.

“We’re thrilled to bring the electrifying world of KPop Demon Hunters into fans’ hands,” said Netflix Content Chief Bela Bajaria in an exclusive statement. “This collaboration with Mattel and Hasbro will allow audiences to relive the film’s magic through interactive play, extending the story’s reach far beyond the screen.”

‘KPop Demon Hunters’ Viewership Skyrockets to Netflix’s All-Time High

The meteoric rise of KPop Demon Hunters has redefined what success looks like on Netflix. Released just two months ago, the film clocked 325 million hours viewed globally, according to internal Netflix metrics released today. This shatters the platform’s previous record held by Red Notice at 328 million hours—but KPop Demon Hunters achieved it in half the time, signaling a viral phenomenon unlike any other.

Breaking down the numbers: In its first week, the movie garnered 150 million views, with Asia-Pacific regions accounting for 60% of that surge. South Korea alone contributed over 80 million hours, fueled by the film’s authentic portrayal of K-pop culture intertwined with folklore-inspired demon lore. The U.S. market followed closely at 25%, where social media hype from TikTok challenges and Instagram reels propelled it to the top of trending topics worldwide.

Critics and fans alike have praised the film’s innovative fusion. Rotten Tomatoes scores it at 92% fresh, with reviewers highlighting its “pulsing soundtrack and empowering female leads.” The story centers on five K-pop stars—portrayed by rising idols from groups like BLACKPINK and BTS-inspired ensembles—who discover their powers to combat ancient demons threatening their world tour. High-stakes choreography battles and emotional backstories have resonated deeply, especially among Gen Z and millennial audiences.

Netflix’s data analytics team notes that viewer retention hit 85% through the film’s climax, a rarity for action-fantasy genres. “It’s not just entertainment; it’s a cultural bridge,” explained streaming analyst Dr. Lena Kim from UCLA’s Media Studies department. “By weaving K-pop’s global appeal with universal themes of identity and resilience, KPop Demon Hunters has captured hearts across borders.”

The film’s soundtrack, featuring original tracks from the in-movie band “Neon Exorcists,” has dominated Spotify playlists, amassing 500 million streams. Hits like “Demon Beat” and “Idol Inferno” topped Billboard’s World Albums chart, drawing comparisons to the Guardians of the Galaxy soundtracks that boosted Marvel’s merchandising empire.

Mattel and Hasbro Dive into ‘KPop Demon Hunters’ Universe with Innovative Toy Designs

The toy partnership between Netflix, Mattel, and Hasbro is poised to generate billions in revenue, mirroring the merchandising booms of past Netflix hits. Mattel, known for Barbie and Hot Wheels, will spearhead the doll and action figure lines, while Hasbro, masters of Transformers and Monopoly, takes on board games and interactive playsets. Together, they’re crafting a diverse portfolio that caters to collectors, kids, and casual fans alike.

Mattel’s contributions include poseable action figures of the five main demon hunters, each with interchangeable K-pop outfits and glowing demon-slaying accessories. Priced between $15 and $30, these figures boast articulated joints for recreating iconic dance-fight scenes. A highlight is the deluxe “Neon Exorcist” set, featuring LED-lit weapons and a mini-stage for performances, retailing at $50. “We’re capturing the essence of K-pop’s glamour and the film’s high-energy action,” said Mattel CEO Ynon Kreiz. “These toys aren’t just playthings; they’re extensions of the story’s empowerment narrative.”

Hasbro’s lineup leans into strategy and fun. Expect a KPop Demon Hunters edition of Monopoly, where players navigate Seoul’s demon-infested districts to build concert venues and amass fan armies. The game, set for a holiday 2024 release at $40, incorporates AR elements via a companion app for scanning boards to unlock digital demon battles. Additionally, Hasbro’s Nerf division is developing blaster toys modeled after the film’s energy weapons, complete with sound effects from the soundtrack.

Collectibles form the crown jewel: Limited-edition Funko Pops from both companies, enamel pins, and apparel tie-ins. A collaborative blind-box series will feature rare variants of demon bosses, appealing to the film’s lore enthusiasts. Production estimates suggest over 10 million units shipping globally by Q1 2025, with initial focus on Asia and North America.

This isn’t Mattel or Hasbro’s first rodeo with Netflix—previous collabs on Stranger Things generated $500 million in sales—but KPop Demon Hunters‘ youth skew and international appeal could double that. Industry insiders predict the toy partnership will tap into the $100 billion global toy market, particularly the growing segment for media-based merchandise, which rose 15% last year per NPD Group data.

Global Fan Frenzy Ignites Demand for ‘KPop Demon Hunters’ Merchandise

From Seoul street markets to Los Angeles conventions, fans of KPop Demon Hunters are already clamoring for more. Social media metrics show #KPopDemonHunters trending with 2.5 billion impressions, and user-generated content—cosplay tutorials, fan art, and reaction videos—has exploded on platforms like YouTube and Weibo.

In South Korea, where K-pop reigns supreme, pre-announcement leaks about the toys sparked a 300% spike in related searches on Naver. Fan groups, numbering over 1 million members on Reddit and Twitter, have petitioned for region-specific exclusives, like J-pop infused variants for Japan. “This film changed how I see idols—not just performers, but heroes,” shared Twitter user @KPopSlayer88, whose viral cosplay video garnered 5 million views.

Netflix’s strategy here is multifaceted. By partnering with Mattel and Hasbro, they’re not only monetizing the IP but fostering community. Pop-up experiences at Comic-Con and KCON will feature toy demos, with early access for superfans. In Europe, where the film hit 50 million views, localized marketing includes multilingual packaging and tie-ins with local music festivals.

Economically, this boom benefits more than just the corps. Small artisans in Thailand and Mexico are already producing fan-made replicas, and Netflix has pledged 5% of merchandise royalties to K-pop youth empowerment programs. “It’s about giving back to the culture that made this possible,” Bajaria added.

Challenges loom, however. Supply chain experts warn of potential delays due to global shipping woes, but both Mattel and Hasbro have ramped up manufacturing in Vietnam and China to meet demand. Early prototypes unveiled at a virtual press event drew rave reviews, with one attendee noting, “These toys feel alive—like the demons could jump out any second.”

Soundtrack Synergy Powers ‘KPop Demon Hunters’ into Merchandising Stardom

The film’s pulse-pounding soundtrack isn’t just background noise; it’s the heartbeat driving the entire KPop Demon Hunters franchise. Produced by a dream team including Grammy-winner Teddy Park and electronic maestro Zedd, the album has sold 2 million physical copies worldwide, a feat in the streaming era.

Tracks like “Exorcise the Rhythm” blend EDM drops with traditional Korean instrumentation, earning platinum certifications in 15 countries. This musical alchemy has inspired toy integrations: Hasbro’s games will sync with Bluetooth speakers for soundtrack playback during play, while Mattel’s dolls come with QR codes linking to exclusive remixes.

Netflix’s data reveals that 70% of viewers rewatch for the music scenes alone, boosting playlist engagement. Collaborations with artists like NewJeans and Stray Kids for promo singles have amplified buzz, with live concert tie-ins planned for 2025 tours. “The soundtrack is the secret sauce,” said music producer Teddy Park in an interview. “It turns passive viewing into active fandom, perfect for toys that let kids ‘perform’ the hits.”

This synergy extends to digital realms. Roblox and Fortnite skins based on the characters are in development, potentially crossing into physical toys via redeemable codes. Analysts forecast the soundtrack could generate $200 million in ancillary revenue, with toys capturing 40% of that through bundled sales.

Looking at precedents, Disney’s Frozen soundtrack propelled Elsa dolls to $1 billion in sales. KPop Demon Hunters could follow suit, especially with its diverse representation—featuring leads from various Asian heritages—appealing to underrepresented markets.

Future Horizons: Expansions and Lasting Impact of Netflix’s Toy Empire

As the toy partnership rolls out, Netflix eyes even bolder expansions for KPop Demon Hunters. Sequel talks are underway, with director Ji-hoon Park hinting at a “darker, global demon invasion” storyline. Mattel and Hasbro are locked in for multi-year deals, including theme park attractions at Universal Studios and a mobile game app launching alongside the toys.

Broader implications ripple through the industry. This deal underscores Netflix’s pivot from content-only to full IP ecosystems, challenging Disney’s dominance. With KPop Demon Hunters‘ success, expect more K-culture infusions in Western media, potentially revitalizing the toy sector post-pandemic slump.

Fans can pre-order select items via Netflix’s shop starting next month, with full availability by Black Friday. As Bajaria put it, “This is just the beginning. KPop Demon Hunters will hunt demons in every corner of pop culture.” The partnership not only cements Netflix’s throne but invites a new generation to join the demon-slaying dance party.

Industry watchers predict $1.5 billion in total franchise revenue by 2027, blending streaming, music, and merchandise. For now, the world watches as idols and toys conquer hearts—and shelves—worldwide.