A scene from Netflix’s “Stranger Things”.
From T-shirts and collectibles to pool floats and Burger King Whoppers, it’s hard to escape the massive advertising campaign for the upcoming third season of Netflix‘s hit TV show “Stranger Things” due out on July 4.
Retro Coca-Cola cans and Eggo waffle packages have been stocked on shelves, branded ice cream cartons and cakes are now in freezers at Baskin Robbins and an entire section of Target has been dedicated to housing backpacks, socks, toys and games featuring characters from the show.
The massive advertising campaign gives you a glimpse of what Netflix could be capable of if it actually owned more of its content. The company doesn’t have a consumer products arm, instead, it relies on brand partnerships. Meaning, Netflix works with retail companies to create merchandise, but doesn’t get money from licensing its brand to retailers or from the sales of that merchandise, a company spokesman said. Instead, it reaps the…