Netflix has expanded its licensing activities into the kids’ and family space, unveiling a toy deal for the new preschool series Young MacDonald, and diversified into new product categories, including confectionery inspired by Roald Dahl’s Charlie and the Chocolate Factory.
CMO Marian Lee was on-site at Licensing Expo in Las Vegas to showcase how the streamer is leaning into fandoms with its expanded licensing program. Kids and family was the platform’s second most-popular genre from 2023 to 2025, Netflix says, accounting for six of the top ten titles.
“At Netflix, we know fandom doesn’t end when a show does,” Lee explained. “For families especially, that connection runs deeper—they don’t just want to watch these stories; they want to live in them. Our growing lineup of kids’ and family entertainment opens up exciting ways to celebrate stories through a range of product categories that our fans are eager for.”
Netflix has partnered with the Ferrero Group to expand into the confectionery category around Charlie and the Chocolate Factory. Ferrero Group will roll out a Wonka range of chocolate, sugar confectionery, ice cream, and cereals. Coming this fall, Wonka products will be available in the U.S. and select markets across Europe, including the U.K., France, Italy, and Germany.
Netflix recently revealed the new animated feature Charlie vs. the Chocolate Factory for its 2027 slate. This year, it launches the reality competition The Golden Ticket, inspired by the Wonka universe. The Roald Dahl Story Company is part of Netflix.
Moose Toys, Netflix’s toy partner on ONE PIECE, has boarded as master toy partner on the Charlie vs. the Chocolate Factory feature and the preschool series Young MacDonald.
“From actual chocolate from the factory to beloved toys, we’re creating unforgettable ways for our fans to keep living in these worlds long after the credits roll,” Lee added.
“This is a meaningful next step in our relationship with Netflix as we continue to develop a dynamic portfolio of entertainment-driven brands,” said Ronnie Frankowski, CEO of Moose Toys. “Both Young MacDonald and Charlie vs. the Chocolate Factory offer immersive storytelling and playful worlds that are ideal for the kind of surprising, innovative toys Moose is known for. We see a tremendous opportunity to create products that connect with kids in fresh and meaningful ways.”
Netflix’s other toy partners include Jazwares for Stranger Things and Mattel and Hasbro for KPop Demon Hunters.
