Netflix Continues Branded Merchandise Push With 'Chilleez' Plush Toys

By Brendan Menapace

You know when you log on to Netflix and there’s that little square face that represents your viewer profile (or the many profiles of your family members who mooch off your account)?

Have you ever wanted a plush toy that represents that cute little monster? Now you can get one, thanks to Netflix’s latest branded merchandise push.

They’re called Chilleez—you know, like “Netflix and chill”—and they’re 12” wide. They come in four colors, and they’ll cost $25 each starting Nov. 12, according to Adweek.

Netflix and Cuddle: Streamer Launches ‘Chilleez’ Plushies Based on Its Default Profile Icons https://t.co/Ecc3vnV3I9

— Variety (@Variety) November 1, 2021

Netflix has been growing its branded merchandise offering for a while now, first creating a curated online store with designer partnerships and show tie-ins, and then inking a deal with Wal-Mart to create a special Netflix e-commerce store within Wal-Mart's website.

It’s also a push back toward the years of cartoon mascots, which, aside from cereal brands and sports teams, sort of fizzled out. There might not be a Chilleez-centered video game or TV show, but Netflix is now putting a name on the profile icon that people see every day. That’s building brand awareness and identity.

If the Chilleez plush toys are a hit, Netflix might make more or other Chilleez-related products. Think T-shirts, drinkware, you name it. Netflix is already selling socks with the little smiley faces on them (as well as the brand logo on the sole).