Netflix Expands 'One Piece' Universe
Netflix is scaling its live-action 'One Piece' hit into a physical product line. High-end S.H.Figuarts collectibles were just announced for late 2026, while a set of Moose Toys action figures is already up for preorder. The strategy shows how streaming IP is being rapidly converted into a broader consumer ecosystem.
The live-action adaptation of *One Piece* was a significant viewership driver, accumulating nearly 72 million views and over 541 million hours watched in the latter half of 2023. In its debut week alone, the series captured 18.5 million views and 140 million viewing hours, quickly climbing to the top of Netflix's charts. By its second week, it had reached a total of 37.8 million views. This success is part of a broader strategy to transform popular streaming titles into durable franchises through consumer products and experiences. This model was proven with *Stranger Things*, which evolved into a brand ecosystem encompassing merchandise, a Broadway-quality stage production, and immersive events. Estimates suggest merchandise sales for *Stranger Things* have surpassed $50 million since the show's launch. The consumer products division, previously led by Nike and Disney alum Josh Simon, has been instrumental in this strategy, building out product lines for hits like *Bridgerton* and *Squid Game*. The goal is to use licensed merchandise to extend the life and cultural relevance of Netflix's original content. Following Simon's departure to Funko in 2025, Natalia Premovic, another Disney veteran, was appointed to a leadership role overseeing consumer products at Mattel, highlighting the cross-pollination of talent in this space. This IP-to-product pipeline mirrors a larger industry trend where entertainment companies increasingly function as media entities that own and license their intellectual property. For Netflix, this has involved partnerships with major retailers like Walmart and high-end brands such as Lacoste to reach a wider audience. The success of this model is evident in the "Netflix Effect," where the popularity of a show like *The Witcher* directly fueled a surge in sales for the original books and video games.
