Netflix Brand Licensing in 2024 and 2025

License Global: Can you discuss some of the key collaborations and success stories that have recently defined Netflix’s approach to licensing?

Josh Simon: At Netflix, we love it when stories transcend the screen and become a part of people’s lives. We’ve seen it happen in many ways across our movies and television shows, whether it be Kate Bush’s “Running Up that Hill” hitting No. 1 after it was part of “Stranger Things” or Formula 1 becoming a massive sport in the U.S. after “Drive to Survive.” Our products have created similar levels of passion among fans.

We also have deep and collaborative relationships with creators working together through the creative process and early on. The Duffer Brothers were key in developing and launching the “Stranger Things” ice cream line, Scoops Ahoy. The Shondaland team is a huge thought partner across all “Bridgerton” universe extensions. Shueisha has put a faithful amount of trust and confidence in us for “One Piece,” for example.

Josh Simon, vice president, consumer products and live experiences, Netflix

What can you tell us about your upcoming slate and some of the consumer product collaborations that you have in place to support them?

We’ve been creating original content for a little over 10 years and so one of the key differentiators is that we are typically starting with completely new IP. Creatively, it gives us a lot of freedom to take a fresh approach without constraints.

Related:Special Report: Movie and Streaming Brand Licensing Trends

For example, for “Bridgerton” Season 3 we have deals in place with Liberty of London, Ladurée, Ruggable, Williams and Sonoma, as well as apparel and accessories collabs with Target and Primark, Risquê nail polish and a skincare range with Lush.

“Squid Game” continues to be a global cultural phenomenon and a growing Netflix franchise with Season 2 coming later this year; the reality competition, “Squid Game: The Challenge,” renewed for a second season; the live experience, “Squid Game: The Trials,” launched in Los Angeles; and an assortment of fan-driven products and global collaborations. It’s our most popular TV series of all time and we continue to strategically build out our licensing program.

Bath and Body Works "Bridgerton" Diamond of The Season Collection. Image Courtesy of Bath and Body Works

What trends are shaping products from entertainment properties at the moment?

Entertainment is helping to shape culture now more than ever. At Netflix, we’re giving a platform to storytellers from all over the world. We believe a great story can come from anywhere and be loved everywhere and this approach is leading to some amazing creative ground for product development.

Food and beverage, for example, has proven to be a very creative category. It gives fans a new way to truly experience the stories they see on Netflix. And it’s a global trend. We just launched a very successful line of high-protein snacks inspired by Physical 100 with GS25 in Korea and the products were also integrated into the show and with the participants. Our line of “Bridgerton” coffee creamers with International Delight were a viral and commercial hit.

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Ladurée will launch one of the most beautiful and delicious collections of “Bridgerton” pâtisseries, macarons and cakes. Fans have gone crazy for “Love is Wine” – a gold-bottled chardonnay we created with Cupcake Vineyards inspired by our “Love Is Blind” reality series.

Scoops Ahoy "Stranger Things" Ice Cream range

Netflix Upcoming Releases

2024

“Beverly Hills Cop: Axel F”

“Spellbound”

“Bridgerton” (Season 3)

“Squid Game” (Season 2)

“Outer Banks” (Season 4)

“The Lincoln Lawyer” (Season 3)

“The Diplomat” (Season 2)

“Senna”

“Love is Blind” (Season 7)

Jake Paul vs. Mike Tyson boxing match

2025 and Beyond

“The Electric State”

“Pookoo”

“Frankenstein”

“Twits”

“Kpop Demon Hunters”

“Stranger Things” (Season 5)

“Squid Game: The Challenge” (Season 2)

“One Piece” (Season 2)

“WWE Raw”

This interview was taken from Entertainment Report in the May 2024 issue of License Global. Read the full issue here.

Watch: Live at Licensing Expo: A Conversation with Netflix ...