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Donning Mickey Mouse ears at Disney World is a childhood rite of passage — but where will today’s youths, raised on streaming services, empty their piggy banks?
Netflix has an answer.
Following in Disney’s lucrative footsteps, the streaming giant is going all-in on merch for its original content, per The Wall Street Journal.
So far, Netflix has created things like:
- A “Stranger Things” T-shirt emblazoned with “Hellfire Club,” one of its bestselling products thus far.
- A line of bridal dresses based on “Bridgerton,” set to debut this December, priced at $1.6k-$3k.
- A “Squid Game” Be@rbrick sculpture that’s ~2 feet tall and costs $675.
And Netflix has taken its fandom one step further with IRL experiences, like Bridgerton Balls and an immersive “Squid Game” experience.
But now…
… with its live-action show “One Piece,” Netflix is trying something new.
Rather than waiting to see how the show performed, the company began making merchandise ~18 months in advance:
But why crank out snacks and sweatsuits without knowing if a show will catch on?
Because Netflix has been burned before.
When Jenna Ortega’s dance in “Wednesday” went viral…
… fans of the show rushed to buy merch online.
But Netflix, without merchandising rights to the series, missed out on the sales of unofficial T-shirts, toys, and bags swirling on social media.
(Netflix has since partnered with MGM, the studio that owns the “Wednesday” IP, on merchandise.)
Selling stuff can be risky…
… when the success of a new show is unknown.
Products like figurines can take over a year to produce, which leaves Netflix forced to take a gamble.
And extra bobbleheads in the bargain bin can be a very bad thing for a show’s reputation.
One product we hope goes on sale? This DVD sleeping bag.
