Netflix is launching a dedicated web store to sell merchandise tied to its programming.
Netflix.shop is currently selling products for the anime shows Yasuke and Eden in partnership with fashion designers and clothing brands including Hypland and Beams.
“We’re always looking at how we can extend the world of our stories for fans, from apparel and toys to immersive events and games,” Netflix said in an announcement. In addition to T-shirts and hoodies, items up for sale include a $95 necklace, $45 baseball cap hat, and a $135 clock.
The store is slated to release apparel items for another Netflix show, the French crime drama Lupin, later this month. “And there’s more ahead,” the company added. “Keep an eye out for exclusive products from beloved titles like The Witcher and Stranger Things, as well as new Netflix logo-wear from Japanese fashion house Beams.”
The merchandising push arrives as Netflix’s growth has started to slow, following last year's blockbuster, lockdown-fueled gains. Although the streaming service has over 200 million subscribers around the globe, Netflix is currently projecting that it will add only 1 million extra paying users during Q2 2021.
Netflix plans on releasing limited-edition items through the store on a regular basis. Sponsored merchandise will also be sold at retail partners, including Target. The New York Times also points out that Netflix has already struck deals with Walmart, Sephora, and Amazon to sell clothes, toys, beauty kits, and housewares connected to its TV shows.