Netflix eyes move into toy and consumer products market

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.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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