Streaming giant Netflix wants to get fans off the couch and into their immersive retail locations, announcing plans to open two U.S. brick-and-mortar locations by 2025.

In addition to merch for its most popular shows, these “Netflix House” stores will offer themed food and entertainment – such as a Squid Game obstacle course – to expand the definition of “dinner and a movie.” The company has been experimenting with in-person experiences around the world, like “The Queen’s Ball: A Bridgerton Experience” in New York City in April, and fans got a taste (pun intended) of its food shows at the “Netflix Bites” pop-up restaurant in Hollywood in July.

Given the popularity of these pop-up “experiences” – not to mention the decades of success Disney and Universal Studios have enjoyed with their theme parks – it makes sense for Netflix to make the move to an in-person format to cultivate interest in its content by bringing fans closer to their favorite shows. According to Bloomberg, the company “views Netflix House more as a way to promote its titles than as a meaningful source of revenue, at least for now.”

Better Together

In other merch news, perhaps you’ve heard of this up-and-coming singer and economic powerhouse named Taylor Swift? Her massively popular and successful “The Eras Tour” keeps on rolling – and raking in the dough – with a record-breaking concert movie premiere. The impact of her fan base is so strong that it’s been dubbed “the Taylor Swift effect.”

Just look at her budding romance with Kansas City Chiefs star Travis Kelce, which boosted NFL viewership – and sales of Kelce’s jersey skyrocketed by 400% – in the first week rumors of their alliance hit the internet. The pair made a surprise appearance on Saturday Night Live on October 14, proving they are in on the joke – and suggesting that we’ll probably see more Traylor Swelce merch. (Please, no more weird condiments.)



It would be deeply cynical to call anyone’s relationship a marketing stunt, but you can see a similar boost achieved by brands through smart partnerships. Take Peloton and Lululemon. At one time they were collaborators, then Lululemon sued Peloton for copying their athleisure wear – but the two brands announced in late September that they have again joined forces for a five-year “strategic global partnership” that includes both apparel and programming. (If you can’t beat ’em, join ’em!) Peloton shares surged after the announcement.

Another athletic match made in heaven appears to be the University of Colorado and head football coach Deion “Prime Time” Sanders – himself an NFL, baseball and pop culture star since the ’90s. Sanders’ popularity and personality are pushing interest in the school, the team and its merch to record highs. Colorado’s merch sales are up an eye-popping 1,200% over September 2022, out-of-state student applications have increased by 40%, and sponsorship revenue has increased by 42%.

School spirit also runs high with Flamin’ Hot, which enlisted Megan Thee Stallion for a cheeky campaign promoting fictional “Flamin’ Hot University” – FU for short – launched in time for homecoming season. The campaign plays on the rapper’s “Hot Girl” persona and includes special product packaging, online content and a streetwear collection by designer Melody Ehsani – plus it helps raise money for scholarships at her alma mater, Texas Southern University.

In an interview with Nylon, Megan Thee Stallion said partnering with Flamin’ Hot is authentic for her, because “Everyone knows Flamin’ Hot Cheetos are my favorite snack. … I put it on everything, it’s in all of my recipes. It doesn’t feel like work, it feels like I came to eat on camera.”