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Investing.com -- Mattel Inc (NASDAQ:MAT) stock rose 2.6% while Hasbro Inc (NASDAQ:HAS) gained 0.4% after Netflix (NASDAQ:NFLX) announced both companies as global co-master toy licensees for its hit film "KPop Demon Hunters."
The licensing partnerships will allow both toymakers to develop products based on the cultural phenomenon, which Netflix claims is its most popular film of all time with over 325 million views worldwide in just 91 days.
Mattel will develop a range of products including dolls, action figures, accessories, and collectibles, with global distribution beginning in 2026. The company will offer a presale three-pack of HUNTR/X dolls through its direct-to-consumer platform Mattel Creations starting November 12, 2025.
"Celebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative, and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world," said Roberto Stanichi, Chief Global Brand Officer at Mattel.
Hasbro’s product lineup will include plush toys, youth electronics, and role play items. The company will also leverage its existing brands such as MONOPOLY, WIZARDS OF THE COAST, NERF, and FURBY for KPop Demon Hunters collaborations. Hasbro’s first product introduction, MONOPOLY Deal: KPop Demon Hunters, is available for pre-order starting today.
Released in June 2025, "KPop Demon Hunters" has seen its soundtrack reach #1 on Billboard’s 200 Albums chart with 8.3 billion global streams. Products from both companies will be available at retail beginning spring 2026.
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