At Licensing Expo in Las Vegas, Netflix unveiled two new merchandising partnerships as it expands its consumer products efforts in kids and family entertainment.
Moose Toys was named the master toy partner for the streaming service's upcoming animated film Charlie vs. the Chocolate Factory and its preschool series Young MacDonald. Separately, Netflix said it has struck an agreement with the Ferrero Group to develop a range of Wonka-branded food items across multiple categories.
The Ferrero collaboration will produce items in chocolate, sugar confectionery, ice cream and cereals. Netflix said the Wonka product assortment will include 10 seasonal and limited-edition offerings that are scheduled to launch this fall in the United States and in select European markets, specifically listing the United Kingdom, France, Italy and Germany.
Moose Toys' selection continues an existing relationship between the companies. The partnership builds on prior work that included toy lines tied to Netflix's live-action ONE PIECE series. Ronnie Frankowski, CEO of Moose Toys, confirmed the company will develop products for both Charlie vs. the Chocolate Factory and Young MacDonald.
The Charlie vs. the Chocolate Factory film is scheduled for release in 2027. The cast includes Taika Waititi in the role of Willy Wonka and Kit Connor as teenager Charlie Paley. Netflix's synopsis notes the story follows Wonka returning to his factory after serving time in prison for an incident in which a child was transformed into a blueberry during the Golden Ticket contest.
Young MacDonald is described as a preschool series that centers on six-year-old Mac, the grandson of Old MacDonald, who runs a farm alongside his friend Dumpling the pig.
Marian Lee, Chief Marketing Officer at Netflix, framed the new agreements as part of a broader push to grow the company's consumer products business within kids and family. Netflix said that, between 2023 and 2025, kids and family content ranked as its second-largest genre, with six titles appearing in the top 10 for that period. The company listed Gabby's Dollhouse, Ms. Rachel, In Your Dreams and Sesame Street among those titles.
The announcement follows recent expansions in Netflix's toy strategy. Earlier in 2025, Jazwares was named the master toy partner for Stranger Things, and in the fall of 2025 Mattel and Hasbro were named co-master toy partners for KPop Demon Hunters.
What this means for markets and retail
The agreements highlight Netflix's continued push to monetize its intellectual property through licensed consumer products, spanning toys and food categories. The Ferrero partnership places the Wonka brand into mass-market grocery and impulse channels, while Moose Toys' role positions toy assortments for both film-driven and preschool audiences.
Execution will depend on product development, distribution and consumer response to the underlying properties and the licensed merchandise. The initial Wonka rollout is limited to the U.S. and select European markets, per Netflix's statement.