Netflix Embraces At-Home Movie Concession Kits as Part of Branded Store
Netflix is expanding its branded merchandise footprint once again through a partnership with Walmart. More than 2,000 stores in the U.S. will create branded Netflix shops where people can buy gift cards and seasonal merchandise related to popular shows like "Stranger Things," "Squid Game" and "The Witcher," as well as movie releases.
Prior to this, Netflix has been selling branded merchandise on its own e-commerce platform, including products curated by designers; and has been setting up experiential pop-ups with branded merchandise for "Stranger Things" and "Bridgerton" in major cities and within high-end stores.
— Kasey Moore (@kasey__moore) October 28, 2022
This first collection includes seasonal products like a "Stranger Things" Advent calendar, a branded LiteBrite like the characters used on the newest season of the show, and a branded concessions box for at-home viewing.
That last one points to the popularity of kits; and how brands have adapted to the world of home streaming and, in the bigger picture, the transition toward more home experiences. That includes watching movies and working, as branded employee recognition or on-boarding kits have become all the rage in promo.
Netflix's whole brand vision has been to replace the movie theater and video rental store. The latter is pretty firmly dead, with Blockbuster now a distant memory for people over a certain age. But, just like those stores had popcorn and candy at the checkout line to replicate the theater experience, the branded Netflix concession box includes popcorn, an ICEE drink and candy. According to a press release, Netflix will also create branded cups, too.
Netflix's Walmart releases are seasonal, meaning each batch will correspond with whatever is trending on Netflix at that time and whatever holiday might be next.
This has all the makings of a successful promotion in 2022: It appeals to an at-home lifestyle, but still includes options for in-store shopping; it has a limited line of products to create that exclusive drop aesthetic; and it features kitting, which allows for hard goods, apparel and food to all be included in one package. Oh, yeah, that packaging is part of it, too.