Netflix is partnering with giant Walmart to release clothing, toys and other products linked to Squid Game, Stranger Things and other hit shows.
Netflix already sells products inspired by its shows and movies through various retailers and through its website.
But the new partnership will create a digital showcase for the products of a streaming giant called Netflix Hub, located on Walmart’s popular e-commerce site.
“Netflix Hub combines its most popular shows with a national retailer in its number one store, and we are proud to partner with you on this new adventure that will allow our customers to learn more about their favorite stories and heroes,” Walmart said. Jeff Evans, Executive Vice President for Laughter and Toys.
He added that “streaming sites are now behind the evolving trends” and the partnership will help Walmart bring relevant products to its customers.
The site is already up and running and featuring hit shows like Witch and children’s shows like CoComelon and Ada Twist, Scientist.
Selected products include everything from dolls and dress kits to bags and toys.
According to Evans, t-shirts inspired by Netflix’s latest “Squid Game” trend series are also ready.
More products will go on sale in the next few months, he added.
Netflix is the largest streaming service in the world, with more than 209 million subscribers worldwide.
But the growth has shown signs of stagnation in recent quarters as it faces strong competition from Disney +, Apple TV + and Amazon Prime Video competitors.
The Walmart partnership is the latest expansion of Netflix. The company announced earlier this year that it also plans to make video games.
Netflix chairman and CEO Reed Hastings said he doesn’t expect these new business lines to be big money cows, but rather sees them as a means to improve core streaming service.
“It will strengthen our great service,” Hastings said at a conference with Wall Street analysts in July to discuss the company’s second-quarter earnings. “The reason we’re doing them is to help grow the subscription service and make it more important in people’s lives.”