Walmart and Netflix are joining forces to bring products celebrating some of the streaming service’s most popular kids’ shows to store shelves across the country in a partnership they’re calling the Netflix Hub, according to an announcement on Monday (Oct. 11).
Walmart shoppers will soon see music, apparel, toys and games in Walmart stores and online for popular Netflix shows including “Stranger Things,” “Nailed It!” and “CoComelon,” and new shows such as “Ada Twist, Scientist” and “Squid Game.”
“Every day, sometimes multiple times a day, thanks to my kids, I’m reminded we live in an increasingly connected world,” Jeff Evans, executive vice president, entertainment, toys and seasonal, Walmart, U.S., wrote in a company blog post. “At Walmart, we recognize the importance of bringing those trends directly to our customers and fast,” he added, noting that the Netflix Hub “establishes Walmart as the Netflix destination for family entertainment experiences.”
The Netflix Hub “brings together some of its most popular shows in its first digital storefront with a national retailer, and we’re proud to partner with them on this new adventure that will let our customers dive even deeper into their favorite stories and characters,” wrote Evans.
Walmart is no stranger to contextual commerce, as it has incorporated new concepts and products throughout its aisles and on its website. Earlier this year, the company launched an augmented reality (AR) experience that brings characters from Netflix’s “Waffles + Mochi” series to brick-and-mortar aisles. Games, videos and recipes related to the series are also available on Walmart’s website.
The box store giant also partnered with media company Meredith Corp. to create shoppable ads and TikTok videos that allow consumers to add ingredients directly into their Walmart shopping carts. The retailer also has a celebrity-filled video and activity series, including content for adults with Sofia Vergara and Jamie Oliver.