Walmart Opens Netflix Branded Merchandise Store Online

Netflix doesn’t need to do a ton of advertising. Even in the age of streaming service saturation, it’s pretty much synonymous with home viewing at this point. But the company has been pushing its branded merchandise in new ways lately, first by introducing an online store with products created by world-class designers.

Its most recent move is more accessible, though: a dedicated shop on Walmart’s website for Netflix merchandise.

As Fortune pointed out, this is the first time Netflix has created a branded merchandise shop on another store’s website, and the products are online-only, meaning they won’t be stocked in Walmart locations.

For Walmart, it’s a way to draw in a huge fanbase to shop online.

“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 for entertainment, toys and seasonal at Walmart, said in a statement. “The Netflix Hub brings together some of its most popular shows in its first digital storefront with a national retailer, and 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.”

Netflix is getting something out of this, too. Even after a year-plus of people spending all this time at home, subscriber numbers aren’t where the company wants them to be, so Netflix is hoping that hyping up original programming through merchandise can draw in some more viewers.

The collaboration with Walmart will expand on the companies' existing partnership, which began in 2018. Walmart has stocked Netflix-branded merchandise in stores and online, but it was hard for shoppers to find, as there was no dedicated Netflix store on the website. The products were just lost in the shuffle.

So far, the Netflix Hub platform is stocking products like apparel, plush toys, notebooks, bedding, and vinyl records from shows like “The Witcher,” “Stranger Things,” “Squid Game,” “Nailed It!” and more.

Going forward, Walmart and Netflix plan to launch a program called “Netflix Fan Select,” where shoppers can vote on merchandise they’d like to see in the future.