Netflix Scores Merch Win With 'Hellfire Club' Shirt From 'Stranger Things' Season 4
"Stranger Things" is kind of Netflix's prized possession these days. While the streamer is leaning harder into original content, it's doing everything it can to market those shows and lure in new subscribers (or keep existing ones).
For every season of "Stranger Things," it seems like Netflix goes bigger and bigger with its marketing, like immersive experiences and collaborations with some of the premier names in snack food. Netflix itself is putting a stronger focus on merchandise, too.
This latest season of "Stranger Things" focuses on the group's Dungeons & Dragon's collective, the Hellfire Club, for which some of the main characters have T-shirts that they wear throughout the season.
For fans who want to feel like part of the crew, Netflix released a full line of Hellfire Club apparel, totes and sneakers.
— ross paul (@typicallyross) June 24, 2022
Available now on @zavvi
— Abbernaffy Customs (@Abber_naffy) June 8, 2022
@zavvi @zavvi_cs want to buy an item from your site but size guide doesn't bring up the item so unable to judge which one to buy. Can you help? Item is the stranger things Hellfire club vintage varsity jacket. Thanks https://t.co/TepmjCMWey
— LG (@LEMAGRIF) June 18, 2022
Zavvi is a British fashion retailer, but Netflix has also released the shirts stateside. A full line of Hellfire Club merch is available in Netflix's online store, and the shirts are available at licensed retailers like Hot Topic. A version available on Amazon (from its Merch by Amazon on-demand service) is listed as No. 1 in new release apparel.
The design has proven so popular that DIY versions have popped up on custom T-shirt sites, and even on Amazon, likely without permission from Netflix. An Etsy search for "Hellfire Club" produces 3,834 results. A Twitter search for "Hellfire Club Shirt" comes back with a nonstop procession of tweets mentioning it.
Networks and media companies aren't just putting a movie or show's logo on apparel and calling it a day anymore. The merchandise serves as world-building and world-expanding on its own. They take pieces of the show, in this case apparel worn by characters, and then let viewers get in on the fun.
A24 has been doing similar things for its movies, zeroing in on key plot points or items that viewers notice and turning them into merchandise.
It's unclear how much more mileage Netflix will get out of "Stranger Things," so it's smart to capitalize on the hype now, especially as the season's final episodes drop over July 4th weekend.