--- title: Netflix is turning up the volume on its merch business - The Hustle description: The streaming giant is doubling down on bobbleheads and T-shirts to monetize its fandoms. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1790918714-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-NetflixMerch_20231003214652.webp --- # Netflix is turning up the volume on its merch business ![Sara Friedman](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Sara Friedman](https://hs-sbup.thehustle.co/author/sara-friedman) [Sara Friedman Twitter profile ](https://twitter.com/sarafriedmannn) Published: October 05, 2023 Updated: October 11, 2023 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? ![The Netflix logo with price tags hanging from every letter.](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1790918714-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-NetflixMerch_20231003214652.webp?width=595&height=400&name=1790918714-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-NetflixMerch_20231003214652.webp) 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*](https://www.wsj.com/business/media/why-netflix-is-selling-pizza-and-wedding-gowns-based-on-your-favorite-shows-a18b5b1?mod=business_lead_pos1). #### **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](https://allurebridals.com/bridgerton-press-release-may-2023/) of bridal dresses based on “Bridgerton,” set to debut this December, priced at $1.6k-$3k. - A “Squid Game” Be@rbrick [sculpture](https://www.netflix.shop/products/be-rbrick-squid-game-guard-circle-1000) that’s ~2 feet tall and costs $675. And Netflix has taken its fandom one step further with IRL experiences, like [Bridgerton Balls](https://bridgertonexperience.com/) and an immersive “Squid Game” [experience](https://immersivegamebox.com/squid-game/). #### **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: - Sweatshirts and T-shirts with [Zara](https://www.netflix.com/tudum/articles/one-piece-zara-giveaway). - A clothing [drop](https://www.pacsun.com/netflix-x-one-piece-adventure-vintage-t-shirt-0097603260175.html) with PacSun. - Even some chocolate bars with [FYE](https://www.fye.com/one-piece-luffy-pocket-snack-chocolate-bar-fye.000000092163117251.html). 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](https://www.netflix.shop/products/netflix-dvd-sleeping-bag). 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How can the industry restart growth?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1124283547-News-Brief_2022-01-31T000501.891Z.webp) ### Netflix stats show a slowdown in streaming. How can the industry restart growth? Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. 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