News Brief: Netflix Expands into Merchandising and Live Experiences
Summary
Netflix is aggressively expanding its business beyond streaming by investing in merchandising and live events. This strategy, long used by traditional media giants, aims to increase fan engagement and generate new revenue streams.
Key Points
- Major Merchandising Deals: Signed landmark licensing agreements with toy giants Hasbro, Mattel, and Jazwares for products based on hit shows like “Stranger Things” and “KPop Demon Hunters.”
- Immersive Live Venues: Opened “Netflix House” in Philadelphia, a permanent venue with themed dining and experiences. More locations are planned for Dallas and Las Vegas.
- Strategic Pivot: After building a vast library of original content, Netflix is now focusing on consumer products and experiences to keep fans engaged between show seasons and movie sequels.
- Beyond Merchandise: The expansion also includes a growing portfolio of mobile games and partnerships in gaming platforms like Fortnite.
- IP-Driven Products: Merchandise is carefully curated to reflect the show’s world, from elegant “Bridgerton” items to ’80s-themed “Stranger Things” products.
新闻简报：Netflix拓展商品销售和线下体验业务
总结
Netflix正在其流媒体业务之外积极扩张，大力投资于商品销售和线下现场活动。这一传统媒体巨头长期使用的策略，旨在增强粉丝参与度并开辟新的收入来源。
关键点
- 重大商品授权协议：与玩具巨头孩之宝、美泰和Jazwares签署了里程碑式的授权协议，为《怪奇物语》和《KPop Demon Hunters》等热门剧集开发产品。
- 沉浸式线下场馆：在费城开设了”Netflix House”永久场馆，提供主题餐饮和体验。达拉斯和拉斯维加斯的更多场馆已在计划中。
- 战略转型：在建立了庞大的原创内容库后，Netflix现在专注于消费者产品和体验，以在剧集间歇期和电影续集之间保持粉丝的参与度。
- 超越商品销售：业务扩张还包括不断增长的手机游戏组合以及与Fortnite等游戏平台的合作。
- IP驱动的产品：商品经过精心策划以反映剧集的世界观，从优雅的《布里奇顿》系列产品到80年代主题的《怪奇物语》商品。
Original Article Link: https://www.cnbc.com/2025/11/18/netflix-merchandising-toys-events-marketing.html