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Streaming fans, get excited! Netflix is diving deeper into the consumer product space with Netflix.shop, its brand new site for exclusive merchandise based on its original series. Although the streaming giant has forayed into product licensing in the past with help from retailers such as Hot Topic and Target, this in-house launch will take things to a much larger scale, providing better opportunities for shoppers to engage with the characters and shows they love.
It's not a surprising move, as viewers went crazy for fan-inspired products from Netflix shows like The Queen's Gambit, which sent chess board sales soaring, and Bridgerton, which inspired a new wave of "Regencycore" fashion and decor.
Netflix is starting out small with two collections inspired by its popular anime content. The streamer will continue to expand its merchandise collaborations throughout this year, with regularly scheduled drops tied to the promotion of its original productions, such as Stranger Things and Lupin. Visitors of the site will be able to shop an array of merchandise, including toys, games, action figures, and apparel.
What kind of merchandise is Netflix selling?
The first collections that are available on the online store are inspired by two of Netflix's original anime series: Yasuke and Eden. The products, which include streetwear, accessories, and collectibles, were designed by a team of top artists and designers who took the creative vision of Netflix's filmmakers and creators and ran with it.
For instance, the Eden collection includes logo tees with monochrome lettering and glowing numerals, and features the show's apple motif throughout. The animated series tells the story of two apple-harvesting robots (voiced by Neil Patrick Harris and David Tennant) in a dystopian future, where humanity has been put in a cryogenic sleep. They accidentally awaken a human child and must raise her in secret.
Meanwhile, the Yasuke collection draws on the show's samurai theme with blood splatter prints, bold red and black colorways, katana emblems, and character collage graphics. The anime series is based on the real-life Yasuke, the first Black samurai that fought in feudal Japan under a famous warlord, Oda Nobunaga. The Yasuke clothing line came together through a collab with streetwear label Hypland and its founder, Jordan Bentley. In an interview with The New York Times, Josh Simon, Netflix's VP of Consumer Products, describes why the streamer is excited to work with Bentley: “He’s part of that drop culture, where kids are lining up on Fairfax Avenue in Los Angeles to buy his products.”
What shows will get merchandise?
In the coming months, shoppers can expect merchandise galore related to hit shows including Stranger Things, Money Heist, The Witcher, and Lupin, just to name a few. In fact, the latter series, a French crime drama that stars Omar Sy as a mastermind thief, will have a collection designed in collaboration with the Louvre museum, according to Reuters.
Netflix.shop launches in the United States on June 10 and will continue to expand globally in 2021.
Prices were accurate at the time this article was published but may change over time.