Netflix Rolls Out Plush Collectibles Line in Ecommerce Push

In June, Netflix debuted its first-ever ecommerce destination, Netflix.shop, to promote collectibles, apparel and home décor related to the streamer's buzziest programs. Now, just in time for the holidays, the company is expanding into even more branded merchandise around Netflix itself. The company this month will start selling Chilleez, plush collectible pillow-like dolls bearing a resemblance to the default profile picture Netflix members use when setting up their accounts. Chilleez, according to a Netflix blog post about the products, is a “friendly yet mischievous monster …that lives inside your Netflix account.” Consumers can begin ordering the 12-inch plushies, which are $25 and come in four colors, beginning on Nov 12, Netflix said today. The Chilleez name—a not-so-subtle reference to the cultural term “Netflix and chill” that has helped to cement the streaming service as a cornerstone of modern entertainment—marks Netflix’s continued effort to brand-build through its growing ecommerce business, which executives have said are intended to improve the sticking power of its entertainment offerings. That is also a key goal internationally, where Netflix is seeing some of its biggest growth. To that end, Netflix is making everything in its ecommerce shop eligible for international shipping just in time for holiday season, it said today. (Previously, items available for purchase were only available to ship in the U.S.) Most of the products available on Netflix.shop are related to popular series like Squid Game and The Witcher, but Netflix has steadily added products to its line-up related to the Netflix brand itself, like hats and sweatpants bearing the Netflix logo. Netflix is finding other ways to embrace “Netflix and chill” in its merchandise, including a t-shirt with “Chill” written on it in a script font. The addition of the Chilleez is a continuation of that effort to promote the Netflix standalone brand through its merchandise. There will be some synergy between Netflix.shop and the Netflix streaming platform as the plushies become available. Beginning today, Netflix members can change their profile pictures to an image of one of the four plushies available for sale. Netflix, which last reported nearly 214 million subscribers, is facing fierce competition from well-funded streaming arms of companies like Disney and WarnerMedia, and has increasingly turned to ecommerce as a way to cement its brand and staying power. Just last month, the company teamed up with Walmart to offer branded merchandise for shows like Stranger Things, Squid Game, The Witcher and Nailed It! on a dedicated Netflix-branded hub on Walmart.com. Executives have made clear that the efforts are designed to make Netflix more valuable and powerful among consumers. “They’re not a profit pool of any material size on their own, but the reason we’re doing them is to help the subscription service grow and be more important in people’s lives,” Netflix co-CEO Reed Hastings told investors in July. “We’re a one-product company with a bunch of supporting elements that help that product give incredible satisfaction to consumers.” To Keep Viewers Happy, Netflix Is Focusing on Subscribers’ Smallest Screens

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Netflix Rolls Out Plush Collectibles Line in Continued Ecommerce Push

‘Chilleez’ arrive for purchase as streamer debuts international shipping

Kelsey Sutton

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Kelsey Sutton