A new merchandising opportunity also is coming from Marvel’s slate of Netflix series developed around its superheroes, including Luke Cage and Jessica Jones. The first show, “Daredevil,” will have a smaller line of products that cater to a more adult audience, given the show’s edgier tone.
“The merchandise that’s being developed around the Netflix content is somewhat limited in scope,” Gitter said. “We’ll be focusing less on products that are targeted at the very young consumer,” but more on teens and adult fans with that shop at speciality stores or outlets like Hot Topic.
Each of the series will be supported by a Marvel Knights merchandise program that will open new opportunities for product lines, Disney said, as well as new collector focused opportunities.
But just having products at the ready for a Netflix series signals how producers can further monetize their shows streaming on the service beyond relying just on distribution dollars.
A Netflix series not based on a hit film didn’t scare off potential licensing partners, Disney said. Instead, they wanted to pair up with Marvel, given its previous successes on both the big and small screens.
“When we go to partners, they pretty much rely on history as being reflective of the future,” Gitter said.
