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The Wall Street Journal: Netflix to partner with Walmart to sell ‘Squid Game’ merchandise and other products online

Netflix
NFLX,
-0.07%

 Inc. is teaming up with Walmart
WMT,
+0.04%

 Inc. to create a digital storefront on the retailer’s website that will sell merchandise tied to hit shows such as “Stranger Things” and “Squid Game,” the companies said.

The partnership is part of Netflix’s broader strategy to develop new revenue streams beyond its core subscription business and market its content away from its own platform.

Netflix consumer products, from T-shirts to stickers to dolls, are already available online from several retailers. The deal with Walmart creates a dedicated area of Walmart.com for Netflix merchandise, the Netflix Hub—the first such online storefront that Netflix has created with a national retailer. Netflix also has its own online store, Netflix.shop.

“We want to continue to meet fans wherever they are, whether that’s through our biggest online marketplace at Walmart, or the more boutique and curated Netflix.shop,” said Josh Simon, Netflix’s vice president of consumer products.

An expanded version of this story appears on WSJ.com.

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