Netflix is looking to capitalize on the popularity of its animated film “” to continue its expansion into the retail space.
Netflix on Tuesday announced a licensing deal with toy makers Mattel and Hasbro to make dolls, action figures, stuffed animals, electronics for teenagers and other items based on the movie “KPop Demon Hunters,” about a trio of powerful singers and demon hunters who protect the world from dangerous demons.
KPop Demon Hunters has been a worldwide hit since its release in June, becoming Netflix’s most-watched movie with over 325 million views in its first 91 days on the streaming service.
The licensing deal comes as Netflix aggressively expands its fan base for its shows and movies.
Next month, Netflix will open the first of several planned physical locations where it will host experiences based on the show and sell food and merchandise.
”KPop Demon Hunter “Netflix, Mattel and Hasbro coming together in this first-of-its-kind collaboration means fans can finally get their hands on this movie,” Netflix chief marketing officer Marian Lee said in a statement. the best They have made not-so-subtle demands on every social platform known to man: dolls, games, merchandise. ”
Under this partnership, Hasbro and Mattel will both become joint worldwide master toy licensees for KPop Demon Hunters.
Netflix has also partnered with other toy companies, including Squishmallows for shows like the sci-fi series “Stranger Things” and a Lego set based on the pirate story “One Piece.”
The Los Gatos, Calif., company has also launched in-person experiences, including one based on the Regency-era romance series “Bridgerton.”
”KPop Demon Hunter “This is a powerful pop culture phenomenon with global resonance, and one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,” Tim Kilpin, Hasbro’s president of toys, licensing and entertainment, said in a statement.
