The tie-up is an expansion of Netflix’s current foray into retail sales, with the company seeking to monetize more than just its streaming business. The company already sells T-shirts, stickers, dolls, and other consumer products through select retailers.
The Walmart deal takes it to another level, with the retailer turning over a dedicated space on its website to exclusively sell Netflix merchandise.
“Through this new partnership, Walmart will not only offer products that bring the imagination of Netflix creators into reality but Walmart customers and Netflix superfans will also find a new, exciting entertainment destination,” Jeff Evans, executive vice president, Entertainment, Toys, and Seasonal, Walmart U.S., wrote on the Walmart blog.
Called the “Netflix Hub,” the section on Walmart’s website will try to entice fans of the Netflix shows with products that identify with the hit shows. For Netflix, it will be the first digital storefront on a national retailer’s website.
“We’re proud to partner with them on this new adventure that will let our customers dive even deeper into their favorite stories and characters,” Evans said.
The companies already have a list of products that will be offered to Netflix fans. They include:
Ada Twist cuddle plush, which will sell for $10.97
CoComelon 4 pc toddler bed set with bonus blanket, selling for $36.97
Nailed It! baking kits, for $15.98
Squid Game T-shirts in a variety of styles and price ranges
Stranger Things collectors box, for $54.96
Fans can suggest new products
Fans will also be encouraged to make suggestions for new products that tie into Netflix shows. “Netflix Fan Select” will allow fans to vote for merchandise they’d like to see from various Netflix shows, and Walmart will try to find manufacturers to make them.
It’s part of Netflix’s strategy to expand beyond movies and TV shows. The company recently purchased a video game maker and plans to offer online games.
“We want to continue to meet fans wherever they are, whether that’s through our biggest online marketplace at Walmart, or the more boutique and curated Netflix shop,” Josh Simon, Netflix’s vice president of consumer products, told the Wall Street Journal.