After all these years in business, Netflix finds itsels owning a variety of Intellectual Properties with a very high potential in terms of merchandising, with many critical points in exploiting them.

As all licencing experts know, the key point is timing: popularity and consumers’ top of mind, though huge for many series, is mostly limited to the short period of launch. Stranger Things is no exception, althouhg it is one of the few which shown signs of turning into an ongoing franchise.

But from the merchandising angle, “Stranger Things Week”, last week Netflix’s effort to create continuity in the audience’s attention betweene the series launches, demonstrated a fascinating vitality.

The project has taken special contents at center stage on the platform for a whole week, but has parelleled a considerable and impactful space on the official Netflix store. During the week, every day was a special Stranger Things Day, a daily schedule featuring new products on the shop, from the famous “Surfer Boy ” pizza carboards up to Stranger Things x Balmain collection, in a “merchandising meest collaborations” mood.

Of all collaborations featured in the week, three stand out: Balmain offering a dashingly 80’s pop easthetic ealaborated by creative director Olivier Rusteing, Vans on the other with the horror elements incorporated in their classic graphic style, and last but not least Moon Boot that, wanting to keep the wearability, opted for a sober design, rotating the logo and literally putting it “upside down”.

From a merchandising perspetive Stranger Things Week has been capable of created attention -and supposedly sales- through a vast offer of items, with a range deep in variety and style, for any kind of fan. A variety which has also reflected in the price tags, swinging from a $15.00 mug to sweaters at $1595.00.

A test which will probably be replicated on other Netflix hot properties.