Netflix is expanding its reach from the screen to real-world experiences with the launch of Netflix House, a series of large retail spaces designed to immerse fans in the worlds of its hit shows like "Bridgerton" and "Squid Game." These new spaces, situated in former department stores in Dallas, Texas, and King of Prussia, Pennsylvania, aim to capitalize on Netflix's popular intellectual properties by offering immersive experiences, retail opportunities, and unique food and drink offerings themed around its shows and films.

Marian Lee, Netflix's chief marketing officer, highlighted that these locations were chosen for their high foot traffic and proximity to major cities, ensuring broad accessibility for fans. The Netflix House concept is part of the company's broader strategy to bring its content into the physical realm, following over 50 similar experience launches in 25 cities worldwide.

This move not only deepens fan engagement but also diversifies Netflix's revenue streams beyond streaming subscriptions, mirroring successful strategies seen with other brands like Disney and Mattel, who have leveraged their intellectual property into extensive portfolios of consumer products and experiences. For Netflix, this initiative appears poised to maintain viewer interest and loyalty by offering interactive and memorable encounters with its most beloved narratives outside of traditional viewing contexts.