Last week at Licensing Expo in Las Vegas, Netflix Chief Marketing Officer, Marian Lee, provided a closer look at how Netflix’s consumer products business is scaling to meet the demands of its global fan base.
As the company continues to grow, Lee announced an expansion into new segments like Kids and Family, diversifying product categories with major moves into toys and confections.
Netflix has become a top destination for kids and families; from 2023 to 2025, this was the platform’s #2 genre, with six of the top 10 titles, including Gabby’s Dollhouse, Ms. Rachel, In Your Dreams and Sesame Street. Most recently, the streamer announced creative partnerships with favorite creators Salish and Jordan Matter, Danny Go! and Mark Rober — with several of them extending opportunities for consumer products and experiential offerings. To build on this momentum, Netflix is collaborating with industry leaders to transform its most-watched stories into tangible experiences.
“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. Our growing lineup of kids and family entertainment opens up exciting ways to celebrate stories through a range of product categories that our fans are eager for. That’s why we’re thrilled to partner with the Ferrero Group and Moose Toys to bring these stories to life,” said Marian Lee, Chief Marketing Officer at Netflix.
Netflix and the Ferrero Group: Delectable New Wonka Range
In a significant expansion into the confectionery category, Netflix has partnered with the Ferrero Group to bring Wonka’s world to life on screen and on shelves through a global collaboration. Ferrero Group will launch their Wonka range with 10 seasonal and limited-edition items across chocolate, sugar confectionery, ice cream and cereals. Coming this fall, Wonka products will be available in the US and select markets across Europe including the UK, France, Italy and Germany.
Netflix and Moose Toys: Creativity Through Play
Building on the successful collaboration for the live-action ONE PIECE series, Netflix has named Moose Toys as the master toy partner for the upcoming animated film Charlie vs. the Chocolate Factory and musical preschool series Young MacDonald.
“This is a meaningful next step in our relationship with Netflix as we continue to develop a dynamic portfolio of entertainment-driven brands,” said Ronnie Frankowski, CEO, Moose Toys.
Netflix’s toy business has grown significantly in just the last year: at the beginning of 2025, Jazwares was announced as the master toy partner for Stranger Things, and in the fall of 2025, the company announced the co-master toy partnership with both Mattel and Hasbro for KPop Demon Hunters.
Looking Ahead: New and Upcoming Kids and Family Entertainment
Charlie vs. the Chocolate Factory: A new animated film releasing in 2027. Having served time for turning a child into a blueberry, Willy Wonka (Taika Waititi) returns to his factory, but a new generation of kids led by Charlie Paley (Kit Connor) plots to break in.
The Golden Ticket: An all-new reality competition series coming in 2026 exclusively on Netflix. Set inside a retro-futuristic dreamscape, players who find a golden ticket must navigate tests designed to probe their resilience.
Young MacDonald: Follows six-year-old Mac, the grandson of Old MacDonald, who runs a farm alongside his best pal, Dumpling the pig.
Swapped: This animated family film is streaming now and is currently #1 on the English film list with 38.7M views, the most in a single week for any Netflix animated movie.
Netflix Playground: A new app for kids ages 8 and under, included with all memberships. It features no ads or in-app purchases and is now available globally.
