Post by : Bianca
Haleem
Fans eagerly awaiting official merchandise from Netflix’s acclaimed series KPop Demon Hunters will have to hold off until next year, as products will be unavailable for this holiday season.
Licensing partners Mattel, Hasbro, and Funko reported that while pre-orders will open soon, the toys and collectibles will not ship until after January. This delay prevents enthusiastic fans from purchasing items during the peak holiday sales period.
Reasons Behind the Hold-Up
Sources within the industry suggest that major toy manufacturers were cautious about securing licenses prior to the film’s June premiere, underestimating the appeal among K-pop and anime fans along with the general public. Generally, large toymakers require between 12 to 18 months to finalize licensing agreements and produce goods for seasonal sales. Missing this critical window can severely affect profits, as this time frame accounts for nearly a third of annual sales.
Ynon Kreiz, CEO of Mattel, acknowledged the extensive time needed for product quality assurance yet expressed a commitment to accelerate production to meet the high demand from fans.
Merchandising Potential for Netflix
KPop Demon Hunters has emerged as Netflix’s highest-rated animated feature ever, dominating streaming rankings by July. The film’s track “Golden” topped the Billboard Hot 100, and a follow-up sing-along theatrical release filled over 1,300 theaters across the U.S. and U.K.
This success emphasizes Netflix’s strategy of monetizing its successful content through merchandise, a plan that has yielded significant profits for giants like Disney and Warner Bros.
This marks Netflix's second substantial toy licensing effort, following their collaboration with Squishmallows for Stranger Things and their Lego deal for One Piece.
Outlook for Holiday Toy Sales
Expected toy sales in the U.S. this holiday season are projected to hit $8.8 billion, a slight increase from last year, despite challenges from rising costs, import tariffs, and cautious ordering by major retailers. Anticipated best-sellers include toys from Jurassic World: Rebirth and Transformers 8: Rise of Unicorn.
For KPop Demon Hunters, Funko Pops are scheduled for shipping by January 30, while Mattel plans to launch a set of dolls, and Hasbro will release its Monopoly card game starting January 1. This timing may lead to missed initial holiday sales but still leaves the potential for strong interest in the months that follow.
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