Netflix revives a classic candy brand for a new era

While Netflix has operated primarily as a streaming service, it has also dipped into other areas of business.

That has included forays into gaming, retail, and live experiences. These include, but are not limited to:

Netflix cloud gaming: Netflix has begun testing cloud-streamed games playable on TVs and desktop browsers, moving beyond mobile-only gaming into a broader gaming platform strategy, according to the company.Netflix merchandise and retail partnerships (consumer products): Netflix has experimented with consumer products tied to its intellectual property, including merchandise, pop-up experiences, and collaborations with retailers, the streamer shared on its website.Netflix live experiences (Netflix House concept): Netflix is building immersive physical entertainment venues called “Netflix House,” combining themed experiences, retail, and food tied to its shows and films, according to a press release.

Netflix also had multiple houses based on its shows at Universal Studios’ Halloween Horror Nights.

Compared to rivals like Walt Disney, however, you can argue that Netflix has barely scratched the surface of its ability to build out merchandise and revenue opportunities from its hit shows. Now, the streaming giant is working to change that by partnering with Ferrero Group to relaunch the Wonka candy brand.

Morgan Stanley analysts have said Netflix is still “early in its efforts to entertain the world,” highlighting the company’s long runway for growth beyond traditional streaming, according to a research note cited by TheStreet.

Netflix and Ferrero are making fictional candies real

While Willy Wonka and his famous chocolate factory were adapted from the 1964 children’s novel Charlie and the Chocolate Factory by British author Roald Dahl, the films adapted from that novel (and its sequels) have arguably eclipsed the fame of the books that inspired them.

The films, which showcase an array of fanciful candies, have a deep history with consumer products.

“The fantastical world of ‘Charlie and the Chocolate Factory’ has had a close relationship with the food industry for decades — the original 1971 film was financed by Quaker Oats in exchange for the rights to use the Wonka name and put the candy at the forefront of the movie,” Food Dive reported.

Now, Ferrero Group, which bought the Wonka brand from Nestle in 2018, according to Nestle’s website, will bring back the Wonka brand in a partnership with Netflix.

What’s coming next from Wonka and Netflix?

Netflix acquired the Roald Dahl Story Company in 2021 and recently announced the expansion of the on-screen Wonka universe with a 2026 reality competition series, “The Golden Ticket,” and a 2027 animated film, “Charlie vs. The Chocolate Factory.”

Ferrero has not revealed which Wonka products will be produced, but did offer some details.

“Ferrero Group will launch all-new Wonka creations, starting with ten seasonal and limited-edition products coming to market across chocolate, sugar confectionery, ice cream, and cereals,” it shared in a press release.

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The new line will be released in the fall and will be available in the U.S and key markets across Europe, including the United Kingdom, France, Italy, and Germany.

“Ferrero has spent years revitalizing Nestlé’s candy brands, including turning Nerds into a breakout star with the introduction of gummy clusters. The company hopes to now revive the Wonka brand, saying its ambition is ‘to thoughtfully bring the beloved universe back for long-time fans,” Food Dive reported.

This partnership fits into the streaming giant’s broader expansion strategy.

At a Goldman Sachs technology conference, Netflix executives highlighted a growing focus on “IP ownership and franchising,” positioning the company’s content library as a foundation for expansion into new formats and revenue streams beyond streaming, according to conference transcript coverage by Seeking Alpha.

Netflix is expanding its reach into grocery stores.

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Netflix and Ferrero are leaning into a trend

Brands have increasingly been tying products to real-world experiences.

That has included Ferrero’s World Cup partnership and Kit Kat working with Formula 1.

“Rather than relying solely on shelf presence and traditional advertising, companies are increasingly building entire worlds around brands, blending product launches with entertainment, storytelling, and digital engagement,” Confectionery News reported.

Netflix has been leaning into real-world expansions of its streaming brands, which has included launching a store.

“Netflix.shop will drop exclusive limited editions of carefully selected high-quality apparel and lifestyle products tied to our shows and brand on a regular basis,” the company shared in a press release.

The streaming giant has quietly been growing the retail products part of its business.

“Consumer products and merchandise are the latest example of Netflix’s evolution from a technology company selling other people’s programming to a media company that produces, owns, and licenses intellectual property,” Bloomberg News reported.

The streaming leader has also expanded into toys.

“Netflix is teaming up with Mattel and Hasbro to turn its blockbuster animated film  ‘KPop Demon Hunters’ into toys, deepening a consumer-goods push that could help diversify its revenue,” according to Reuters.

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