Part 2/10:
In a move that surprises industry insiders, Netflix has split the merchandising rights for K-pop Demon Hunters between two of the biggest toy manufacturers: Mattel and Hasbro. These two rivals have been awarded the dual “co-master toy license” for the property, an arrangement believed to be unprecedented in the industry. Typically, licensing deals are exclusive to a single manufacturer, but here we see a groundbreaking partnership during a time when Netflix’s original film has become the most-watched movie ever on the platform, boasting over 325 million views worldwide within just 90 days.