As little as a year ago there was skepticism as to whether streaming-only entertainment properties, without TV, film, or franchise backing, would be viable for licensing any time soon.
This perception is changing quickly. It is not yet known whether widespread licensing programs tied to shows available only on Netflix, Hulu, Amazon Prime, and the like are sustainable over the long term. But they are certainly attracting the attention of licensees and retailers.
One indication: Leading toy makers are signing on as master licensees for streaming-only properties, especially those available through Netflix. DreamWorks licensed DinoTrux to Mattel, for example, which launched products exclusively at Toys R Us in August. Similarly, Animaccord granted rights for Masha and the Bear to Spin Master and 41 Entertainment authorized MGA to produce toys for Kong: King of the Apes.
While all of these are, strictly speaking, based on franchises—a book, a Russian TV show, and a classic film, respectively—they are not spin-offs of high-profile brands that maintain broad current licensing programs in the U.S., as would be the case for something like Mattel’s Ever After High series on Netflix.
Time will tell whether streaming-only shows will be able to drive significant sales of toys and other licensed merchandise. But the growing interest on the part of the key toy licensees is a sign that the licensing community is starting to think so.
Comments are closed.