The world’s largest subscription based video service is looking to license the merchandise rights of its hit TV shows for books, comics and toys. Netflix has also asked partners for a share of consumer products made off of shows released by Netflix, but owned by other TV studios. Merchandise will help market hit programs to a wider audience—and generate additional revenue. Netflix has already conducted a trial with Hot Topic Inc. T-shirts sci-fi smash Stranger Things inspired mugs, caps etc. The company is still in an experimental phase, according to a Netflix spokeswoman. The company is pursuing consumer products and associated promotion to drive meaningful show awareness/buzz with more tangible, curated ways to interact with their most popular content. "We want licensed merchandise to help promote our titles so they become part of the zeitgeist for longer periods of time,” stated Netflix. Turning entertainment content into board games, backpacks, theme-park rides an other merchandise is a logical next step towards diversification and brands such as . Walt Disney Co. have mastered the art of taking a piece of intellectual property on screen and turning it into all sorts of new businesses.