October 18, 2021

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Netflix teams up with Walmart to sell merchandise online

Netflix on Monday announced a partnership with Walmart to sell branded merchandise across a new online retail hub pegged to some of its biggest hits, including “Squid Game” and “Stranger Things.”

Why it matters: Netflix has spent billions of dollars on original programming but has only recently started expanding some of those franchises to things like merchandise, games and podcasts.

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  • Much of rival Disney’s success and business model is tied to its decadeslong ability to create massive, global franchises that it can leverage across everything from theme parks to TV shows, movies and toys.

Details: The new Netflix Hub at Walmart will bring Netflix-branded gadgets, clothes, music and games to Walmart’s online store exclusively.

  • Plush toys, baking kits, T-shirts and branded cassette players will be made available, pegged to Netflix hits like “Stranger Things,” “Nailed It!” and “CoComelon,” and new shows like “Ada Twist, Scientist.”

  • The Netflix Hub will also include programs meant to bring Netflix fans together, like a crowd-sourcing feature called “Netflix Fan Select” that allows fans to vote on which merchandise they’d like to see from their favorite shows.

The big picture: This isn’t Netflix’s first foray into commerce. In June the company launched an online merchandise store called Netflix.shop to sell products inspired by its original shows.

Go deeper: Netflix spreads its wings

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