Disney is testing a new program that would allow subscribers access to exclusive merchandise deals related to their favorite Disney+ shows.
Key Details
- Through a QR code on the Disney+ menu or the website ShopDisney.com, subscribers can purchase limited-edition merchandise starting Tuesday.
- Included in the merchandise lineup are items like Dr. Strange’s cloak, a Black Panther mask, and a weapon from The Mandalorian, the Darksaber.
- The pilot program is part of Disney’s attempt to merge the streaming platform with the rest of the company’s operations.
Why it’s news
If successful, Disney will be one step closer to developing the lifestyle brand app that CEO Bob Chapek has envisioned.
By merging Disney+ and the rest of Diseny’s operations, Chapek plans to be able to better use customer data to drive more customized products.
With more cross-selling opportunities, Disney can use the data to determine what media and theme-park attractions are most popular.
In addition to the merchandizing, Disney has also been developing an exclusive membership program that would offer benefits separate from the merchandising feature currently being tested.
Disney has been focusing its efforts on building up subscribers and overall revenue from its streaming services that include Disney+, Hulu, and ESPN+.
Streaming service competitors like Amazon and Apple have already bundled their services to include discounts and access to music libraries.
Recently, Disney raised prices on some of the streaming services and perks within its theme parks. By December, Disney+ will have a lower-priced, ad-supported subscription option.
