28/10/2025

LYFE TUESDAY | OCT 28, 2025

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F ANS of Netflix’s runaway hit KPop Demon Hunters will only be able to get their hands on branded toys well after the key holiday shopping season, a missed opportunity for Mattel and Hasbro that have won licensing deals from the streaming giant. Netflix recently said Mattel and Hasbro will make toys, collectibles, games and role-play products based on the film that can be pre-ordered in the coming weeks, but most of those will not ship before January. The toymakers had the chance to meet the year’s biggest toy-buying period, a person familiar with the matter said. However, they did not foresee the crossover appeal with Korean pop music and anime fans as well as casual viewers, so they declined to commit to a licensing deal before the film was released in June, the person said. Since it typically takes major toymakers 12 to 18 months to win licences, develop, manufacture and ship products to the US, they collaborate with movie studios on scheduling product releases, planning to stock shelves with what they bet will be popular toys before the year-end holidays, when toymakers make nearly a third of annual sales, industry experts said. Mattel and Hasbro declined to comment on whether they declined the licences before the film was released. In a recent interview, Mattel CEO Ynon Kreiz said: “It does take time to develop product, especially at the quality that we do.” “Here, we’re going to put (the toys) on a fast track given the strong demand,” Kreiz said. Merchandise licensing opens up new Netflix revenue stream KPop Demon Hunters tasted success at release. It topped streaming and became Netflix’s most-watched animated film ever by early July, while Golden , a song from the film hit number one on Billboard Hot 100. Two months later, a theatrical sing-along release sold out at more than 1,300 theatres including in the US and UK. To be sure, merchandise tied to movie hits or seen on celebrities can sell out no matter the time of launch. For instance, Labubus, the collectible plushie toys with a sharp-toothed grin, were first launched in 2015 but went viral a decade later after stars including Blackpink singer Lisa were seen carrying one. But holiday sales this year are widely seen as even more important for a toy industry that has for years AUSTRALIA’S Autism Games has launched its debut mobile app Whizkid Games, created especially for autistic children. The app transforms everyday screen time into learning experiences through interactive stories and playful games that families can enjoy together. Grounded in research and guided by scientific design, Whizkid Games helps children build practical and transferable skills that nurture independence, communication and confidence in everyday life. Designed for children with Level 2 and Level 3 autism, Whizkid Games combines rigorous research with goal-based mini games. The new app has been designed in alignment with the DSM-5 autism framework and integrates evidence-based principles with creative play. Development

Mattel and Hasbro will make toys, collectibles, games and role-play products based on KPop Demon Hunters . – PIC FROM REUTERS

Fans face wait for KPop Demon Hunters toys o Products unlikely to ship until new year

request for comment. Mattel is manufacturing a pack of three dolls from the movie, while Hasbro is developing a branded Monopoly card game that will be available to ship on Jan 1. Hasbro’s president of toys, games, licensing and entertainment Tim Kilpin said this month: “We have a long relationship with Disney on Marvel and Star Wars , and so we know what the cadence of entertainment events is, and we plan accordingly to create products around those entertainment events. “But there are also times when a new property starts to break out. Those don’t happen very often but when they do, it’s exciting, it’s a surprise.” – Reuters

US$8.8 billion (RM37.1 billion) on toys this holiday season, up from US$8.2 billion last year. Toys linked to Jurassic World: Rebirth , which was released in July, and Transformers 8: Rise of Unicron , set for release in late December, are likely to be the most popular merchandise this year, said trade group Toy Association CEO Greg Ahearn. Funko, which makes four-inch collector’s items called Funko Pops, announced a deal with Netflix in August to make US$14.99 figurines inspired by KPop Demon Hunters characters. But these too will only ship by Jan 30, the company’s website showed. Funko did not immediately return a

simple turn-taking and transactional interactions. Each activity is crafted to reduce anxiety through short sessions, clear visual cues and adaptable pacing, allowing children to explore and learn at their own pace. Families can participate, monitor progress and help transfer new skills from the app into real-world routines. Play spans coping with change, transactions, matching emotions, non-verbal gestures, grouping objects, schedules, finding a route and making eye contact. Whizkid Games is available on the Apple App Store and Google Play. Autism Games is including six free games in the Whizkid Games app in support of inclusive and accessible learning experiences for all families, educators and schools downloading the app globally. partnered with Lego to make building sets inspired by anime series One Piece . This season’s candidates for most popular toys Some US toymakers expect shortages of toys this season considering many supplies come from China, whose goods the US subjects to steep tariffs. They have also said major retailers have cut back on holiday orders because of rising costs and uncertainty about consumer spending. However, Adobe Analytics forecasts US consumers will spend about

involved medical experts, educators and families, with continuous attention to accessibility so activities remain structured, low pressure and highly engaging. The app allows children to practise problem-solving, social understanding and self-expression in ways that feel natural and enjoyable. Gentle milestone tracking and positive feedback give children a sense of achievement while providing parents and carers with clear opportunities to observe and celebrate progress. Within safe, imaginative environments, friendly characters guide and model essential daily skills: Kody the Koala supports non-verbal gestures and shared attention, Bob the Train encourages comfortable eye contact, and Eric the Dinosaur teaches faced competition from mobile game makers and streaming firms, as US tariffs on imports have boosted costs. For Netflix, merchandise licensing opens up a new revenue stream as its subscriber base matures – one that has brought enormous success to the likes of Walt Disney and Warner Bros Discovery with movies such as Frozen and Barbie . Netflix in January landed its first master licensing deal with Squishmallows-maker Jazwares to make toys and costumes for a collection tied to TV show Stranger Things . The company has since

Mobile app aims to empower autistic children through play

The app allows children to practise problem-solving, social understanding and self-expression in ways that feel natural and enjoyable.