Netflix bets big on Bridgerton brand deals

If you thought Bridgerton was just a TV show, Netflix would like a word—and possibly to sell you a themed teacup, lipstick, and scented body wash.

Ahead of Bridgerton S4’s two-part release (Jan. 29 and Feb. 26), Netflix rolled out brand partnerships with dozens of companies, including Dove, Pandora, Williams Sonoma, NYX, Mattel (Polly Pocket), and more.

Netflix is also hosting a series of in-person Bridgerton-themed events like concerts, balls, and high tea service in the run up to Part 2.

The strategy appears to be working. Search interest for Bridgerton reportedly surged by 300% on Google ahead of S4 Part 1’s premiere, which debuted as the #1 show on Netflix in 91 countries.

Bridgerton’s successful marketing campaign mirrors other recent blockbusters:

• Stranger Things ran its largest consumer products program yet as in a global campaign ahead of the show’s series finale in December.
• Universal’s Wicked: For Good partnered with 400+ brands in the months before its successful theatrical debut in November.
• 2023’s Barbie partnered with more than 100 brands ahead of its $1.4 billion box office run.

Bottom line: With hundreds of new titles for consumers to choose from every year—and an ever-growing catalog of past content—more movies and TV shows are embracing mass brand partnerships to stay at the forefront of Americans’ minds.