Netflix reposted this
In May, I had the privilege of delivering the opening keynote at Licensing Expo with Amanda Cioletti. The topic was The Netflix Effect on Fandom which is something we've come to understand deeply at Netflix: fandom isn't a byproduct of a hit show. It's the engine behind licensing success — and it's where great consumer products strategy has to start. A few things I shared: 1) Fans drive everything. When we build licensing programs, we're not just extending a brand — we're meeting communities where they already live and breathe these stories. The most authentic partnerships start by listening to fans first. 2) Netflix House is growing. Our experiential entertainment venues are an incredible expression of what happens when you bring fandoms off the screen and into the real world. 3) Bet on original IP. KPop Demon Hunters is proof that you don't have to wait for a decade-old franchise to build a licensing-worthy phenomenon. Netflix originals can create cultural moments fast — and the licensing ecosystem needs to be ready to move with that speed. I was also lucky enough to have Oscar-winning directors Maggie Kang and Chris Appelhans join me on stage to talk about bringing their characters from film to doll — and the much-anticipated sequel. Hearing Maggie share how KPop Demon Hunters started from her desire to see Korean female characters on the big screen, and watching that vision turn into Rumi, Mira and Zoey dolls from the leading toy companies — that's the magic of this industry at its best. And finally, I had the chance to announce two new partnerships I'm thrilled about: a global confectionery collaboration with the Ferrero Group. And Moose Toys as master toy partner, both for Charlie vs. the Chocolate Factory (2027) — plus Moose Toys will also partner on the preschool series Young MacDonald. The conversation around IP, fandom, and consumer products is evolving quickly and Netflix is ready to meet this moment. Grateful to have had the chance to share Netflix's perspective on the biggest stage in licensing. cc: Lauren Purnell Nidia Caceros Kilde Tanya Isler Filippo Zuffada Soey Oh Paola Ogaz Dan Owen