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In 2017, Netflix began marketing products derived from its productions. Surfing on the Stranger Things craze, the group teamed up with American retailer Target to sell t-shirts, mugs and figurines featuring characters from the series.
In 2021, the streaming giant announced with great fanfare the official launch of its own online store, thus emancipating itself from the middleman. On this site, fans can find goodies dedicated to its blockbusters (figurines, keychains, clothing) as well as "Netflix lifestyle", i.e. products stamped with its logo and cleverly inspired by the user experience: plaids, sweatshirts and ultra-comfortable jogging suits. While the newspapers made a big deal of the news at the time, I have to admit that I missed out on this parallel business, a real windfall for profiting from fan engagement.
Today, Netflix, which has nothing to be ashamed of when it comes to the performance of its productions, has created a myriad of brands for itself: in addition to the items dedicated to Stranger Things teenagers, there are now those for Sex Education, The Witcher, Emily in Paris and Squid Game. A myriad of brands on a multitude of media, in partnership, or not, with big names in fashion and clothing.
The broadcaster's e-shop features Spalding basketballs, Moon Boots and Uno games in Stranger Things colors, Ellesse tracksuits stamped with Cobra kai, a "Champère" textile collection inspired by the champagne drunk by Emily, the main protagonist of the eponymous series set in Paris.eponymous series set in the French capital, Casa de papel shoes, cocktail recipe books from Peaky Blinders, skateboards, glasses, posters... and even plush replicas of the dogs from the Bridgerton Chronicles series. And don't forget the soundtrack vinyls for each of his hit productions.
From now on, even before a series is unveiled on the platform, the group assesses the scale of the success to come, and therefore the need to produce the associated merchandise. The advantage isn't just financial - well, it is, but not directly. By adorning themselves in these garments or exhibiting these games, viewers bring the productions to life between seasons and become ambassadors for them. Publicity coup. They even give rise to communities... which gather at dedicated events, or even soon in dedicated venues... (you see where I'm going with this). Haven't we seen the emergence of a giant theme park dedicated to the immense Harry Potter saga? And Disney-themed cruises set sail? The group has already created some forty fun events or limited-time taste experiences inspired by these productions, which are said to have attracted several million fans.
And to complete the circle, the group is once again marketing its derivative products through other distributors, eager for the potential spin-offs. You'll find Netflix key rings at Walmart and sweaters at Zara.
There are, however, risks to getting into this business: saturation, over-production, or brand erosion. But there are just as many risks in not taking the plunge: unofficial products derived from the Wednesday series (not produced by Netflix) have emerged on the shelves and spread like wildfire: all of which meant a loss of earnings for the streamer, which did not own the rights to the Addams Family variations, as these belonged to MGM.
