Asda has collaborated with Netflix to launch a range of fashion and lifestyle products branded with hit shows from the video-on-demand platform.
The partnership with George at Asda – “George x Netflix” – has launched in multiple stores and online at George.com with products including shoes, accessories, stationery, mugs and board games.
The items feature the branding of several Netflix original series, including Squid Game, Stranger Things, Money Heist, Emily in Paris, and Cobra Kai.
Some 12 stores will carry the full line of apparel and general merchandise, and another 38 will carry Netflix apparel and accessories.
There will also be a flagship concession in the Asda store in Milton Keynes, with the supermarket having worked with Netflix to offer customers “a more immersive experience”, including branded changing rooms and dedicated product areas.
“We are extremely excited to have launched our partnership with Netflix. We know George is an important destination for customers looking to purchase a licensed product and Netflix has a wide range of properties that appeal to the whole family,” said Scott Macrae, Senior Director of Buying at George.
“We believe this collaboration is a perfect fit for George, allowing us to continue to offer a range of relevant products that the whole family can enjoy,” added Macrae.
Throughout the year, George at Asda will launch “a number of exclusive Netflix ranges”, the supermarket said.
The collaboration comes just over a month after the launch of the Greggs x Primark fashion collection.
Netflix is the UK’s most popular streaming service, with around 14 million subscribers at the end of 2021, according to Ampere Analysis. However, the streaming giant has attracted its lowest number of new UK subscribers in 2021 since its launch 10 years ago.