Netflix’s newest master toy partnerships should finally help meet much of the pent-up demand for merchandise surrounding the year’s biggest kids movie.

The streamer has locked down not one but two global master toy licensees for KPop Demon Hunters (pictured), with Mattel and Hasbro officially on board.

This co-master toy licensee structure for a single property is a first for Netflix, which inked master toy deals earlier this year for Stranger Things (Jazwares) and One Piece (Moose Toys). It’s uncommon for the competing toy giants to team up, though it’s not the first time; they struck their first co-licensing deal in 2023 to release co-branded products for some of their most iconic brands, such as Barbie, Monopoly, Transformers and UNO.

Having two companies share the licensing rights makes room for both Mattel and Hasbro to leverage their respective areas of expertise—and signals an unsurprisingly high fan demand across an extensive range of product categories.

Mattel will develop dolls, action figures, accessories, collectibles and playsets for the franchise, as well as collaborations with its own brands, like Hot Wheels and Uno. The first product to be unveiled is a three-pack of HUNTR/X dolls, which will be available for preorder on November 12.

Hasbro, meanwhile, will create special-feature plush, youth electronics and roleplaying accessories. The company is also eyeing collabs within its own catalogue of brands, such as with Wizards of the Coast, Furby and Nerf. The first of these will be a KPop Demon Hunters edition of Monopoly Deal that’s now up for preorder.

The first of the new products are scheduled to hit retail in the spring and continue rolling out through the holiday season next year.

Netflix has been steadily locking down licensing partnerships for KPop Demon Hunters ever since the film’s release over the summer. The film’s breakout success came as a huge surprise even to the streamer, which hadn’t had big consumer products deals lined up to coincide with the film’s release and has been playing catch-up ever since.

The movie now ranks as the most-watched Netflix film of all time, having generated 325 million views in its first 91 days. It’s rare for the streamer to release its films wide in theaters, but it has made two big-screen exceptions for this one: an August sing-along event was the number-one film for that weekend at the domestic box office, and an upcoming Halloween weekend re-release has been planned with AMC, Regal and Cinemark.

Beyond capitalizing on the film’s popularity, this toy deal gives Mattel and Hasbro a reason to explore K-pop, as both have sought deals and collaborations related to the broader music genre in recent years. Earlier this summer, Hasbro CEO Chris Cocks hinted that the company may be looking into licensing K-pop bands to help Magic: The Gathering appeal to more female players. And Mattel previously signed a deal with superstar K-pop group BTS for a range of dolls.