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Netflix is seeking to capitalize on the recognition of its animated film “KPop Demon Hunters” — and proceed its foray into the retail area.
Netflix on Tuesday introduced a licensing cope with toy makers Mattel Inc. and Hasbro Inc. to make dolls, motion figures, plushies, youth electronics and different objects based mostly on “KPop Demon Hunters,” a film a few trio of highly effective singers and demon hunters who shield the world from harmful demons.
“KPop Demon Hunters” has been a worldwide hit since its launch in June, changing into Netflix’s most-watched movie with greater than 325 million views in its first 91 days on the streaming service.
The licensing offers come as Netflix has been aggressively partnering with manufacturers to broaden the fandom of its exhibits and flicks.
Subsequent month, Netflix will open the primary of a number of deliberate bodily areas known as Netflix Home the place it is going to host experiences based mostly on its packages and promote meals and merchandise.
“KPop Demon Hunters unleashed a world fan frenzy,” mentioned Marian Lee, Netflix’s chief advertising officer, in an announcement. “Netflix, Mattel and Hasbro becoming a member of forces on this first-of-its-kind collaboration means followers can lastly get their arms on the finest dolls, video games, and merchandise they’ve been not-so-subtly demanding on each social platform recognized to humanity.”
Underneath the partnership, Hasbro and Mattel will each develop into world co-master toy licensee to “KPop Demon Hunters.”
Netflix has had different partnerships with different toy makers, together with Squishmallows for exhibits like sci-fi collection “Stranger Issues” and Lego units based mostly on pirates story “One Piece.”
The Los Gatos, Calif., firm has additionally launched in-person experiences resembling balls based mostly on the Regency period romance collection “Bridgerton.”
“KPop Demon Hunters is a strong popular culture phenomenon with world resonance—one which aligns seamlessly with our portfolio of iconic manufacturers and our dedication to innovation,” mentioned Tim Kilpin, Hasbro’s president of toy, licensing, and leisure, in an announcement.
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