Netflix started talking to toy companies about KPop Demon Hunters more than a year before the movie’s release, but according to The Hollywood Reporter, none of them showed much enthusiasm at the time.
When I was eight, my ten-year-old brother and I desperately
wanted Pro Wrestling for the NES. The game had a monster named “The
Amazon” who bit people’s heads off—basically all it took for a hit back then.
But for Christmas 1989, we got WWF WrestleMania instead—officially
licensed, but terrible. No monsters, no biting. This year, a new generation of
eight-year-olds might be facing their own holiday disappointment.
Netflix’s KPop Demon Hunters, produced with Sony, has
become its most-watched movie ever. And if you’re not familiar with it yet, you
soon will be—about 10,000 little “Rumis” will likely show up trick-or-treating
this Halloween. Costume quality will be hit or miss: fans can choose between
homemade versions, rushed official Spirit Halloween costumes, or cheap
knockoffs.
Earlier this week, Netflix announced new licensing deals
with Mattel and Hasbro to create official KPop Demon Hunters
merchandise. Mattel will handle dolls, figures, playsets, and collectibles,
while Hasbro will produce plush toys, electronics, and board games. The catch?
None of it will hit store shelves this holiday season—just when demand is at
its peak.
That’s not the toymakers’ fault, exactly. A Netflix
spokesperson told THR that when the company first reached out to
potential partners in 2024, the response was lukewarm. Back then, KPop Demon
Hunters was an untested property. Fast forward a year and 325 million views
later, and everyone’s scrambling to meet exploding demand.
Unfortunately, production cycles don’t move that fast. “It
usually takes about 18 months from concept to store shelves,” explained Nick
Karamanos, Mattel’s senior VP of entertainment partnerships. In other words,
the toys won’t be ready for Christmas 2025—but they should start rolling out
between spring and the holidays of 2026.
“This is warp speed for us,” Karamanos said. “It’s the
fastest timeline we’ve ever had.” Even Santa’s elves couldn’t outpace that
production schedule.
Netflix and Mattel are working together closely to
fast-track approvals and designs, leveraging their past collaborations on Stranger
Things, Squid Game, and Bridgerton. While Mattel isn’t
revealing details yet, Karamanos hinted that the line will go beyond simple
character dolls. “The music from KPop Demon Hunters is absolutely part
of what we’re looking at,” he said.
Karamanos also expressed no issue with sharing the spotlight
with rival Hasbro. “They have strengths in areas we don’t, and I wish them
success,” he added. Sources told THR that Mattel will handle about 80%
of the total KPop Demon Hunters merchandise.
Fans won’t be completely out of luck this Christmas, though.
Netflix’s online shop already carries themed clothing, Funko Pop! figures, and
light sticks made by Copan Global. Branded apparel is also available through
major retailers like Amazon, Target, Zara Kids, Old Navy, Gap, and Hot Topic.
What Netflix—and its partners—definitely don’t want you to
do is buy unlicensed knockoffs from Etsy or shady online sellers. The company
says it will work closely with its IP protection team to remove counterfeit
products.
Karamanos confirmed, “We’ll absolutely help Netflix go after
those fakes.”
Subscribe by Email
Follow Updates Articles from This Blog via Email
No Comments