King of Prussia’s upcoming Netflix House is part of a larger transformation for the streamer into a broader entertainment powerhouse, writes Rebecca Stewart from Adweek.

Netflix blends its hit shows with real-world experiences and products to engage fans beyond the screen. The Netflix House, a 100,000-square-foot entertainment complex, will debut next year in KOP, and Dallas. Featuring themed dining, retail shops, and immersive experiences tied to shows like Stranger Things and Bridgerton, the complex marks Netflix’s bold entry into themed entertainment.

This move is part of a broader strategy led by Josh Simon, VP of Consumer Products and Experiences. Over the past year, Netflix has launched over 50 live experiences in 100 cities, including The Queen’s Ball Bridgerton and Squid Game: The Experience. The company has also partnered with brands like Puma, Pandora, and Crocs to release show-themed merchandise. Even fictional products, like Scoops Ahoy ice cream from Stranger Things, have found their way onto store shelves.

Netflix sees these initiatives as extensions of its storytelling, driving fan engagement, revenue, and viewership. “We really obsess over the details,” Simon said.

By creating interactive worlds and diversifying its brand, Netflix aims to sustain growth as its streaming subscriber base plateaus, evolving into a global entertainment platform that resonates on and off the screen.

Read more about the Netflix House and the streamers ventures into broader entertainment in Adweek.