Graphic shows major marketing tie-ins linked to the popular “Stranger Things 3” Netflix streaming show.
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ENTERTAINMENT

Netflix tests water of multimedia empire

By Ninian Carter

July 4, 2019 - Netflix is launching a slew of merchandise tie-ins to coincide with the release of Season 3 of their smash hit streaming show “Stranger Things”. The move is seen as an attempt to enter the wider world of merchandising – the domain of industry giants like Disney.

Building a media empire by expanding its intellectual properties is one way Netflix is preparing to face increasing competition.

The streaming service is bracing for new rivals players, like Disney+ and Apple TV+, due to debut later this year.

“Stranger things” debuted in 2016 and immediately became a phenomenon, triggering Netflix to take its first tentative steps into consumer products by licensing the rights to BonusXP, who made a video game for iOS and Android devices.

Now for Season 3, two new games are on their way, as well as clothes, toys and food tie-ins.

Finding new ways to retain and grow subscription-paying viewers by capitalising on popular shows is becoming a vital way to cling on to the company’s dominance – especially important as Disney withdraws its Marvel and Lucasfilm content from Netflix, to air on its own upcoming streaming service.

PUBLISHED: 17/06/2019; STORY: Graphic News
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