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Merchandise and Commercial Endorsements, an Aforethought

By Leon Zhi Wei Chen


Earlier this year, Netflix launched their official merchandise store with collections from many of the popular TV shows of the past years. The introduction of merchandise is of no surprise however, as Netflix has stopped borrowing money in January 2021, ending its run of debt. Though revenue is a little wobbly this year mainly from subscriber growth, most likely due to COVID and possibly the introduction of other streaming services on the market. Nonetheless, merchandise was an inevitable progression for the business plan of the company, and will now be a major part of its revenue and for marketing purposes, such as the upcoming season of Emily in Paris.


Source: Nypost


A TV show spotlighting the American experience in France with a heavy focus on fashion, the second season of Emily in Paris has become a major kickoff point for the Netflix online store. A collaboration with Viacom CBS, the online store will mainly consist of luxury brands in relation to the wardrobe of Lily Collins’ character, accessories like sunglasses and earrings, even macarons prepared by Pierre Hermé. The show will not only allow Netflix to further propel their launch, but also set up their first step into the fashion world.


Merchandising and commercial endorsements are not new to Netflix, neither is it to the film industry. From the random introduction of Eggos to a collaboration for the Super Bowl between the waffle company and the streaming service, merchandising is a natural addition to many of our daily content. Even last year’s Oscar winner had Amazon playing themselves as a sort of character within the film. In fact, Stranger Things reportedly had over 100 brands appear in the third season, giving the same brands nearly $15 million in ad value within the first three days of the season release. This was in July 2019, then within a year it rose to nearly $55 million, the biggest winner being the Coca Cola company.


Anime is another media that has been utilizing the business of merchandising to boost revenue and sales, though they have become masters of it as the merchandise in turn promotes the content to unseen levels. From statues, electronics, body pillows, bags, clothings, and many more, there seems to be a never ending supply of products from the favourite animes around the world. With the recent success of Demon Slayer and Jujutsu Kaisen, many were owing their success to how the creators and businesspeople behind the shows were pushing their own respective merchandise. From small businesses to large malls, the two shows have become the frontrunner for many of the store's products, both promoting the show while increasing sales for the show and the store.


As such, merchandising is no longer a small addition to the world of mediamaking, instead it has become a legitimate factor to the overall business plan and is now a staple within the moneymaking sector of the entertainment industry.