Netflix Hub marks the streamer's first digital storefront with a national retailer, and features product ranges for Waffles and Mochi and Ada Twist, Scientist.

October 12, 2021

Netflix is partnering with Walmart to launch a branded online hub—the largest dedicated shopping destination for the streamer’s merchandise in the US. This partnership marks Netflix’s first digital storefront with a national retailer.

Exclusive products inspired by shows like Waffles and Mochi, CoComelon and Ada Twist, Scientist are now available on the Netflix Hub. The ranges currently include items such as dolls, playsets and publishing, and new items will continue to be released over the next few months.

Additionally, the online storefront will feature a crowd-sourcing opportunity called Netflix Fan Select, which will allow fans to vote on which products they’d like to see next.

Despite speculation about whether or not the streaming giant could translate its views into merchandise revenue, the streamer has been building its consumer products strategy for years. Netflix hired Jess Richardson as director of global licensing, merchandising and promotions in 2017. Then in 2018, Christie Fleischer joined as global head of consumer products, with Josh Simon taking on a VP of consumer products role when she departed in 2019. Following Simon’s appointment, Netflix launched its first owned-and-operated retail outlet to sell products directly to consumers. Netflix.shop sells exclusive, limited-edition apparel and lifestyle products inspired by the streamer’s shows.