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When it comes to the new merch at Walmart, get ready to start seeing stranger things.
Top Line
On Thursday, the retail giant announced it’s expanding its Netflix Hub partnership to include a physical footprint of more than 2,400 stores. With the news, Walmart shoppers will now have the chance to grab official merch from Netflix’s most popular titles.
Between the Lines
Walmart first announced its Netflix Hub digital storefronts in 2021 in an effort to establish “Walmart as the Netflix destination for family entertainment experiences,” according to a statement from the company. Through its rollout of physical locations, Netflix Hubs will offer fans music, apparel and collectibles from Stranger Things, Squid Game, The Witcher, Guillermo del Toro’s Pinocchio, Glass Onion: A Knives Out Mystery and more.
“At Netflix, we are continuously thinking of innovative ways to connect fans to the stories they love—wherever they are,” Josh Simon, vp, consumer products, Netflix, said in a statement. “When we launched the Netflix Hub a year ago, we knew it was something special, and we are thrilled to expand on this partnership bringing our fans even closer into the worlds of their favorite shows or films.”
Among the offerings Walmart is showcasing, consumers will have the opportunity to grab a Stranger Things Lite Brite, show-themed seasonal products and even curated snack boxes for at-home viewing experiences. Walmart will also offer a Netflix streaming gift card, giving customers the opportunity to stream without needing a credit or debit card.
“Never miss out on a ‘Have you seen __ on Netflix!?’ conversation again,” Frank Barbieri, vp content and digital, Walmart U.S., wrote in a blog post.
Bottom Line
The in-store Hub expansion is Netflix’s latest effort to push its offerings beyond streaming.
Earlier this month, the streamer launched a shoppable experience in Los Angeles called Netflix at The Grove. The pop-up store features limited edition items from Netflix’s most popular shows and movies, as well as colorful photo-ready vignettes and life-size versions of notable Netflix characters.
Walmart has also been increasingly attempting to align with streamers. Besides its Netflix Hub offerings, the retailer brought Paramount+ into its Walmart+ membership program in August. The deal gives Walmart+ subscribers access to Paramount+’s essential tier, which costs $4.99 per month and is ad-supported.
