Netflix partners with Hasbro and Mattel for KPop Demon Hunters: where does that leave LEGO?

Netflix has struck a deal with Hasbro and Mattel to produce toys based on KPop Demon Hunters, but don’t count out the possibility of LEGO sets just yet.

Mattel and Hasbro have both been named ‘global co-master toy licensees’ for this summer’s streaming megahit KPop Demon Hunters, which has racked up 325 million views since debuting in June to become Netflix’s most popular film of all time. The partnerships will result in ‘a full portfolio of toys, collectibles, games, role-play products and more’, according to a press release from Netflix.

These products will apparently span action figures, dolls, collectibles, accessories, playsets and ‘collaborations with co-brands’, with the first merch arriving in 2026. A trio of dolls based on Rumi, Mira and Zoey will be available to pre-order from Mattel Creations in November, while Hasbro will kick things off on their side with MONOPOLY Deal: KPop Demon Hunters, which debuts on January 1.

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

There’s no word yet on whether KPop Demon Hunters will fall under the purview of Mattel Brick Shop, a construction toy brand designed to compete with LEGO and which currently consists primarily of cars. But there’s still scope for the LEGO Group to get in on the action alongside its industry rivals, so it’s too early to write off the possibility of LEGO KPop Demon Hunters sets as a result of this announcement.

KPop Demon Hunters is an approved intellectual property (IP) on LEGO Ideas, for example, where the team have ‘already evaluated’ the theme and ‘welcome Product Ideas based on it’. At least one LEGO Ideas project based on the movie has already racked up 10,000 votes and has the director’s seal of approval. And the film’s characters have LEGO skins in Fortnite, giving us an idea of what its minifigures could look like in the flesh.

The LEGO Group also has a working relationship with Netflix for sets and themes such as this year’s LEGO Stranger Things BrickHeadz and One Piece range, so the foundations are already there for LEGO KPop Demon Hunters construction sets. Just as Lucasfilm splits the Star Wars toy licence across multiple companies including the LEGO Group and Hasbro, it’s also not inconceivable to imagine Netflix sharing one of its most popular brands with as many partners as possible.

The major obstacle would likely be Mattel securing the rights to KPop Demon Hunters construction sets under its Brick Shop brand, as the LEGO Group’s procurement of Pokémon from MEGA from 2026 onwards suggests at least one of the parties involved in that arrangement isn’t willing to share (although that could just as easily be the Pokémon Company). But as Mattel is positioning its Brick Shop first and foremost for an older market, the LEGO Group may be better placed to release KPop Demon Hunters building toys.

What’s most interesting for now is that Netflix is clearly very keen to capitalise on the success of KPop Demon Hunters. And whether it’s through the Ideas platform or as a full-blown theme, it’s a property with plenty of potential for the LEGO Group…

Featured image: Netflix

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