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George At Asda partners with Netflix to sell hit show merchandise

Camilla Rydzek
12 April 2022

This week George At Asda partnered with Netflix to launch branded merchandise of hit shows including Squid Game, Stranger Things, Emily in Paris and Friends.

Throughout the year George will continue to launch exclusive Netflix ranges online as the retailer continues to grow its number of licensed products, which are becoming more popular with customers.

Branded items including footwear, accessories, stationary mugs and boardgames will be available with branding from both original shows created by the streaming provider, such as The Queen's Gambit, as well as popular titles including Big Bang Theory.

The new range is available across 50 George At Asda locations, with the retailer's Milton Keynes location turning into a "flagship concession" that will feature branded changing rooms, dedicated product areas and access to the full range of 48 licensed products.

Netflix first caught on to growing customer demand for themed merchandise in June 2021, when it launched its online store for exclusive drops of fashion and lifestyle products. The platform now operates in the US, UK and other key markets.

Scott Macrae, Senior Buying Manager at George, said: “We know that George is an important destination for customers looking to buy licensed product and Netflix has a broad range of properties that appeal to all the family."

H&M launched a collaboration with the Wales-based show Sex Education in July 2021, with Stella McCartney also partnering with the show in October of that year for a Breast Cancer Awareness campaign.

Most recently sportswear brand Ellese teamed up with Netflix for a Cobra Kai themed collection in time for the the series' fourth season launching in early February this year.

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