Post by : Badri Ariffin

Fans of Netflix's record-breaking animated hit KPop Demon Hunters will have to wait until the new year to get their hands on official merchandise, missing the crucial holiday shopping season.

Mattel, Hasbro, and Funko, which secured licensing deals with Netflix, announced that their toys, collectibles, games, and role-play items will be available for pre-order soon but won’t ship before January. This timing means millions of eager fans will not be able to buy these products during the peak holiday sales period.

Why the Delay Happened

Industry insiders say the major toymakers were hesitant to commit to licenses before the movie’s June release, underestimating the crossover appeal with K-pop, anime fans, and general audiences. Typically, big toymakers take 12 to 18 months to secure licensing deals, develop products, and distribute them for seasonal sales. Missing the holiday window can significantly impact revenue, as the season accounts for nearly a third of annual sales.

Mattel CEO Ynon Kreiz acknowledged the time required for quality product development but promised to fast-track production to meet fan demand.

Merchandise Opportunity for Netflix

KPop Demon Hunters became Netflix’s most-watched animated film ever, topping streaming charts by early July. The movie’s song "Golden" reached No. 1 on the Billboard Hot 100, and a subsequent theatrical sing-along release sold out in over 1,300 theaters across the U.S. and U.K.

The success highlights Netflix’s growing strategy of turning hit content into merchandise revenue streams—a tactic that has proven profitable for companies like Disney and Warner Bros.

This is Netflix’s second major toy licensing initiative after its Squishmallows deal for Stranger Things and the Lego collaboration for One Piece.

The Holiday Toy Market Outlook

U.S. toy sales this season are expected to reach $8.8 billion, slightly higher than last year, despite rising costs, tariffs on imports, and cautious holiday orders by major retailers. Popular merchandise likely to dominate shelves includes toys from Jurassic World: Rebirth and Transformers 8: Rise of Unicorn.

For KPop Demon Hunters, Funko Pops are set to ship by January 30, Mattel is producing a trio of dolls, and Hasbro’s Monopoly card game will arrive starting January 1. This delay means the movie’s merchandise will miss immediate holiday sales but could still capture strong post-holiday interest.

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