Netflix is looking to expand into the comic book and toy business, as details of the plans have come to light in a job posting on its website. The home video service is hiring for a new position - Director, Licensing, Merchandising and Promotion - that will oversee the licensing of Netflix-owned properties in the realms of books, comics, gaming toys, collectibles, soundtrack and apparel. The streaming giant looks to want expansive control with its licensors, noting intent of "ownership of relationship with retailers and suppliers...".
Netflix isn't completely new to licensing, but has been slow to get in these markets with its recent Stranger Things push being one of its biggest to date.
“We are pursuing consumer products and associated promotion because we believe it will drive meaningful show awareness/buzz with more tangible, curated ways to interact with our most popular content,” reads the Netflix job posting. “We want licensed merchandise to help promote our titles so they become part of the zeitgeist for longer periods of time.”
Bloomberg cites confidential sources relaying that Netflix is also asking its producing partners - which would include Marvel's various live-action shows - for a share of the revenue from consumer products made off shows they air. Many of Netflix's major original shows such as the Marvel titles, as well as House of Cards and Orange Is the New Black, are produced and owned by outside entities.