Netflix Hires New Consumer Products Chief

Netflix’s ongoing experimental approach to consumer products has a new boss. The SVOD pioneer hired Josh Simon, formerly VP and head of global strategy for product, design, merchandising and categories at Nike.

Simon is tasked with identifying and building plans across different lines of business in consumer products, and collaborating with Netflix’s content teams on the initial development of brand and audience strategy for consumer products.

Simon, who begins this week, replaces Christie Fleischer, who left last summer to become CEO of Benefit Cosmetics.

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Netflix’s foray into consumer products, including soft goods and merchandise related to key brands and original content, has been tepid. The service last summer had endcap displays at Target stores marketing generic merchandise items associated with the third season of original series “Stranger Things.”

The service has also bowed limited merchandise for original series “To All the Boys: P.S. I Love You” and “La Casa de Papel.”

In January, Netflix posted openings for three positions, including a retail designer, a product-development manager for soft-line goods, and a merchandise-brand-strategy coordinator.

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“We are building a consumer products division to create merchandisable products, games, books and experiences based on our robust original programming slate,” Netflix said in the posting. “Our approach promotes title awareness while also enabling our IPs to become part of the zeitgeist in the buzziest way possible.”