Netflix eyes move into toy and consumer products market

Robert Hutchins

By Robert Hutchins

February 9th 2017 at 11:05AM
UPDATED February 9th 2017 at 11:52AM
Netflix eyes move into toy and consumer products market

The firm is scouting for a licensing executive to oversee developing programmes around some of its biggest shows, including sci-fi hit Stranger Things.

Paid video subscription service Netflix is looking to move into the toy market.

The digital platform has outlined its plans to hire an executive to oversee the licensing of some of it most popular shows for publishing, comics and toys, as well as forge partnerships with retailers.

In a job listing posted on the company’s website, Netflix has indicated that the move will be part of its plans to ‘promote its titles so they become part of the zeitgeist for longer periods of time.’

Netflix has already made the move into the licensing arena in a partnership with Hot Topic. The deal saw the firm launch a collection of t-shirts, mugs, caps and jewellery based on the firm’s smash hit sci-fi series, Stranger Things.

According to a Netflix spokesperson, the company is still in an experimental phase.

“We are pursuing consumer products and associated promotion because we believe it will drive meaningful show awareness/buzz with more tangible, curated ways to interact with our most popular content,” she said.

However, when asked about the move into consumer products last year, Netflix’s chief content officer, Ted Sarandos downplayed the firm’s ambitions in consumer products.

“We don’t want to make any shows to sell toys,” he said.

“What’s really important is there’s a marketing component that comes with toys. Kids carrying the backpack sells the show.”