Netflix partners with Walmart to sell goods from ‘Squid Game,’ other hit shows

By: Will F.

Streaming giant Netflix is partnering with retailer Walmart to roll out apparel, toys and other products tied to “Squid Game,” “Stranger Things” and other hit shows.

Netflix already sells merchandise inspired by some of its shows and movies through various retailers as well as its own website.

But the new partnership will create a digital storefront for the streaming giant’s products – called the Netflix Hub – hosted on Walmart’s popular e-commerce site.

“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,” said Jeff Evans, Walmart’s executive vice president of entertainment and toys.

He added that “streaming sites are now the pulse behind emerging trends” and the partnership will help Walmart bring relevant products to its customers.

The site is already up and features goods from hit shows like “The Witcher” and children’s shows including “CoComelon” and “Ada Twist, Scientist.”

Featured products include everything from dolls and dress-up kits to backpacks and toys.

T-shirts inspired by Netflix’s latest trendy series “Squid Game” are in the works, too, according to Evans.

More products will roll out over the next few months, he added.

Netflix is the world’s biggest streaming service, with more than 209 million subscribers around the world.

But growth has revealed signs of stalling out in recent quarters as it confronts strong competition from rivals Disney+, Apple TV+ and Amazon’s Prime Video.

The Walmart partnership is Netflix’s latest expansion beyond just streaming. The company announced earlier this year that it plans to make video games, too.

Netflix Chairman and Co-CEO Reed Hastings has said he doesn’t expect these new business lines to be major cash cows, but rather he views them as tools to improve the core streaming service.

“It’s enhancing the big service that we have,” Hastings said in July on a conference call with Wall Street analysts to discuss the company’s second-quarter earnings. “The reason we’re doing them is to help the subscription service grow and be more important in people’s lives.”