Ali Ikhwan
By Daniel Pickett, Editor-in-Chief, ActionFigureInsider
LAS VEGAS — The boundary between streaming content and tangible consumer experience is rapidly dissolving. At the 2026 Licensing Expo, Netflix Chief Marketing Officer Marian Lee took center stage to outline a strategic pivot that signals a fundamental shift in the streaming giant’s business model. As Netflix cements its position as a powerhouse in the Kids and Family genre—a category that accounted for its second-highest viewership volume between 2023 and 2025—the company is moving beyond simple screen time to "fandom-time," transforming its most popular intellectual properties (IP) into comprehensive retail ecosystems.
This expansion is anchored by two marquee partnerships: a global confectionery collaboration with the Ferrero Group and a strategic appointment of Moose Toys as the master toy partner for several upcoming flagship projects.
The Core Strategy: Turning "Watchers" into "Participants"
Netflix’s data-driven approach to consumer products is rooted in a simple philosophy: fandom does not conclude when the credits roll. For the company’s massive family audience, the engagement cycle is increasingly defined by the desire to inhabit the worlds they view on screen.
"At Netflix, we know fandom doesn’t end when a show does. For families especially, that connection runs deeper—they don’t just want to watch these stories; they want to live in them," said Marian Lee during her keynote address. By leveraging its vast library—which includes hits like Gabby’s Dollhouse, Ms. Rachel, and In Your Dreams—Netflix is curating a product roadmap that mirrors its content pipeline. This shift involves moving from licensing third-party content to owning and merchandising its original, high-growth franchises.
A Chronology of Expansion
The move into retail is not an overnight occurrence but the culmination of a deliberate multi-year strategy:
- 2023–2025: Netflix stabilizes its Kids and Family vertical, with six of its top 10 titles falling within the genre. The platform begins testing influencer-led products, partnering with creators like Mark Rober, Salish and Jordan Matter, and Danny Go!
- Early 2025: Netflix signals its intent to dominate the toy aisle by appointing Jazwares as the master toy partner for its global phenomenon, Stranger Things.
- Late 2025: The company pushes further into industry-standard manufacturing by establishing an unprecedented co-master toy partnership with both Mattel and Hasbro for the KPop Demon Hunters franchise.
- May 2026: At the Licensing Expo in Las Vegas, Netflix officially unveils its global confectionery deal with the Ferrero Group and appoints Moose Toys to lead the product charge for Charlie vs. the Chocolate Factory and Young MacDonald.
The Wonka Universe: A Confectionery and Toy Powerhouse
Perhaps the most ambitious component of the 2026 strategy is the re-imagining of the Wonka universe. Netflix, which holds the rights to the Roald Dahl Story Company, is betting big on the brand’s enduring global appeal.
The Ferrero Group Collaboration
In a significant expansion into the confectionery category, Netflix has entered a global partnership with the Ferrero Group. The objective is to bring the Wonka world to retail shelves through 10 seasonal and limited-edition product lines. These will span chocolate, sugar confectionery, ice cream, and cereals. Beginning this fall, fans in the U.S., the U.K., France, Italy, and Germany will see the first wave of these products. Ferrero, known for its high-quality standards, aims to bring "fresh energy" to the seasonal category, effectively bridging the gap between digital media and impulse-buy retail.
Moose Toys Takes the Lead
Moose Toys, which previously saw success working with Netflix on the live-action ONE PIECE adaptation, has been named the master toy partner for two of Netflix’s most anticipated upcoming projects: the animated film Charlie vs. the Chocolate Factory (2027) and the musical preschool series Young MacDonald.
"Both Young MacDonald and Charlie vs. the Chocolate Factory offer immersive storytelling and playful worlds that are ideal for the kind of surprising, innovative toys Moose is known for," noted Ronnie Frankowski, CEO of Moose Toys. The partnership aligns with Moose’s broader portfolio strategy, which includes high-profile collaborations with creators like Mark Rober, whose CrunchLabs projects continue to set trends in the STEM-toy market.
Supporting Data and Content Pipeline
Netflix’s aggressive retail push is supported by a robust slate of upcoming content designed specifically for cross-category merchandising:
- Charlie vs. the Chocolate Factory (2027): An animated feature film featuring Taika Waititi as Willy Wonka. The story introduces a new generation of characters, including teenager Charlie Paley, providing a fresh canvas for action figures, playsets, and interactive toys.
- The Golden Ticket (2026): A reality competition series that brings the Wonka factory to life in a retro-futuristic setting. This high-stakes social experiment will focus on contestant resilience and strategy, providing a "mature-leaning" entry point into the Wonka brand for older demographics.
- Young MacDonald: A preschool-focused musical series centered on the grandson of the iconic farmer. This show serves as the anchor for a long-term strategy to capture the lucrative "early learner" toy market.
- Netflix Playground: To complement physical products, the company has launched the Netflix Playground app. Available globally, this ad-free, no-fee platform allows children under eight to engage with their favorite characters in an interactive, digital-first environment.
Industry Implications: Why This Matters
The implications of these moves are twofold. First, for the toy industry, the entry of a streaming giant as a major licensor disrupts the traditional hierarchy. With Netflix acting as both the content producer and the merchandising architect, they bypass the "middleman" of traditional network television, allowing them to iterate products at the speed of internet culture.
Second, the "Netflix Effect" on retail is now a quantifiable reality. By integrating product launches with streaming release dates, Netflix can ensure that a child watching Young MacDonald can, within seconds, find a corresponding toy on a shelf or a digital game in the Playground app. This creates a "closed-loop" ecosystem that maximizes brand loyalty and lifetime value.
Official Responses and Future Outlook
Industry analysts view the partnership with Ferrero and Moose Toys as a mature step in Netflix’s evolution. By aligning with established manufacturing giants, Netflix is mitigating the risks associated with the notoriously volatile toy and confectionery sectors.
"We are creating unforgettable ways for our fans to keep living in these worlds long after the credits roll," said Marian Lee. This sentiment is echoed by partners like Moose Toys, who see the collaboration as a "meaningful next step" in developing a portfolio of entertainment-driven brands that thrive on innovation and surprise.
As we look toward 2027 and beyond, the trend is clear: Netflix is no longer just a content library. It is a brand laboratory. Whether through the chocolate-coated aisles of a grocery store or the toy-filled shelves of a retail outlet, the platform is ensuring that its stories are not just watched—they are played with, tasted, and lived.
For collectors and fans, this signifies an era where the "Golden Ticket" isn’t just a plot device in a movie; it is a tangible invitation to engage with the Netflix universe in the physical world. As the company continues to scale its Kids and Family footprint, the synergy between screen and shelf will likely become the new standard for global entertainment franchises.
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