Kpop Demon Hunters
Netflix
I wrote this week about how Netflix relying on the KPop Demon Hunters brand to boost its streaming service is going to run into the problem of a second movie being at least 4-5 years away. But even if there’s not much, if any, KPop Demon Hunters content in that interim, Netflix has a backup plan. Merch, lots of merch.
Netflix has just announced a dual deal with toy-makers Mattel and Hasbro, giving each licenses for different kinds of official KPop Demon Hunters products. Netflix rushed out a deal with Spirit Halloween to get KPop Demon Hunters costumes out in time for the holiday, but this is something different.
Mattel is getting “dolls, action figures, accessories, collectibles, playsets, and collaborations with co-brands.” This is the message currently on the Mattel website about the deal:
“Mattel Creations is introducing a KPop Demon Hunters HUNTR/X doll set with Rumi, Mira and Zoey. Rocking deluxe fashion looks directly inspired by their final performance, these Hunters deserve a prominent place on your shelf. Preorder coming in November.”
Kpop Demon Hunters
Netflix
Hasbro is getting: “special feature plush, youth electronics and role play.” The first product to ship from them is a KPop Demon Hunters edition of…Monopoly Deal. Sure, why not.
Here’s what Netflix CMO Marian Lee had to say about the deal:
“KPop Demon Hunters unleashed a global fan frenzy — we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for. HUNTR/X showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity. As Rumi, Mira and Zoey say — for the fans!”
I’m not even going to criticize this as a cash-in, as I mean, of course it’s a cash-in, and this is a property where wide-scale merch was going to be an obvious next step. Netflix thinks this is its Frozen IP, and lord knows how far something like that reaches. I have at least two Frozen toothbrushes in my house right now.
One issue with the merch plan here is going to be its speed. There was obviously no plan to make KPop Demon Hunters merch when the movie was conceived and released. The scale of its success was unprecedented, and retail does not move quickly. I’m frankly amazed they’re getting dolls out in November, but most of this is going to be doled out over a long period of time. Usually, these tie-ins are planned miles in advance of a release.
So, while a sequel is years away, there will be plenty of money to be made from KPop Demon Hunters in the interim. I suppose I should get on the doll waitlist for my kids.
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Pick up my sci-fi novels the Herokiller series and The Earthborn Trilogy.
