Even as Netflix announced that Mattel Inc., a leading global toy and family entertainment company, and Hasbro Inc., a leading games, IP and toy company, as a global co-master toy licensee for ‘KPop Demon Hunters’, reports filter in that fans may have to wait over an year to actually lay their hands on the toys.

According to a Netflix media statement earlier this week, the licensing partnerships will help “meet the massive fan demand” to have these favourite characters as part of their everyday lives, and mark another major milestone for the streamer’s smash global hit.

‘KPop Demon Hunters’ has cemented its status as a cultural phenomenon. Released June 2025, the film and the soundtrack have gone up, up, up on the charts to claim #1 most popular film of all time on Netflix with more than 325 million views globally over 91 days, and #1 album on Billboard’s 200 Albums chart, reaching 8.3 billion streams worldwide. Fan love has made the film’s single ‘Golden’ Billboard Hot 100’s longest #1 hit by a girl group released in the 21st century, while the film’s characters claimed all five sports of the top five most-searched-for Halloween costumes this year, Netflix said.

Netflix’s combined partnerships with Mattel and Hasbro will introduce a full portfolio of toys, collectibles, games, role-play products and more that will allow fans of all ages to drink up the characters, music, and world of the film in new and fun ways.

“‘KPop Demon Hunters’ unleashed a global fan frenzy —we’re talking, dancing, singing, and more screaming than anyone was emotionally prepared for,” said Marian Lee, Chief Marketing Officer, Netflix.

Through the Netflix-Mattel partnership, Mattel will market and develop a full range of film–themed products across multiple categories, including dolls, action figures, accessories, collectibles, playsets, collaborations with co-brands, and more, beginning in 2026 with distribution worldwide. To give fans a first look at Mattel’s offerings, Mattel Creations — the company’s design-driven, direct-to-consumer platform — is introducing a presale three-pack of HUNTR/X dolls. Beginning November 12, 2025, fans will be able to purchase the collection on Mattel Creations, with orders shipping in 2026.

“We’re thrilled to deepen our partnership with Netflix through the record-shattering, chart-topping ‘KPop Demon Hunters’,” said Roberto Stanichi, Chief Global Brand Officer, Mattel, “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.”

Through the Netflix-Hasbro partnership, Hasbro will bring beloved on-screen moments to fans through an exciting 2026 product lineup. The collection will feature innovative products across categories such as special feature plush, youth electronics and role play, further expanding Hasbro’s commitment to delivering immersive play experiences that connect entertainment and imagination.

Meanwhile, a Reuters report stated that fans of Netflix’s runaway hit ‘KPop Demon Hunters’ will only be able to get their hands on branded toys well after the key holiday shopping season, a missed opportunity for Mattel and Hasbro.

The toymakers had the chance to meet the year’s biggest toy-buying period, a person familiar with the matter told Reuters. However, they did not foresee the crossover appeal with Korean pop music and anime fans as well as casual viewers, so they declined to commit to a licensing deal before the film was released in June, the person said.

Since it typically takes major toymakers 12 to 18 months to win licenses, develop, manufacture and ship products to the US, they collaborate with movie studios on scheduling product releases, planning to stock shelves with what they bet will be popular toys before the year-end holidays, when toymakers make nearly a third of annual sales, industry experts said.

Mattel and Hasbro declined to comment on whether they declined the licenses before the film was released.