KPop Demon Hunters headed from screen to toy stores as Netflix taps Mattel, Hasbro
Streamer bets its most-watched original film and smaller, non-franchise movies can scale into lucrative intellectual property
Netflix is teaming up with Mattel and Hasbro to turn its blockbuster animated film KPop Demon Hunters into toys, deepening a consumer-goods push that could help diversify its revenue.
The partnerships, announced on Tuesday, will produce toys, collectibles, games and role-play products based on the film, which follows a successful female K-pop trio that plays massive concerts while trying to save the world from sinister forces. The first products from the tie-up will be released next year.
Since its June debut, the film has topped more than 325 million views, making it Netflix’s most-watched original movie. Its soundtrack has received platinum certification, and the breakout single “Golden” hit No 1 on the Billboard Hot 100. The movie has also sparked a steady stream of cosplay and dance challenges across social-media platforms.
With the foray into toys, Netflix is betting smaller, non-franchise films can scale into lucrative intellectual property. The company is already offering KPop Demon Hunters apparel, accessories and collectibles through its online shop.
The streamer also offers toys based on other hit franchises, such as Stranger Things, and has heavily invested in mobile games and immersive experiences stemming from its original content to diversify its revenue beyond subscriptions.
Other media companies including Walt Disney have leaned on toys to turn breakout hits such as Frozen into massive franchises that bring reliable revenue.
