Netflix Plans New Toys, Merchandise Based on Hit TV Shows

The world’s largest paid video service is looking to hire an executive to oversee the licensing of shows for books, comics and toys, and forge partnerships with retailers. Merchandise will help market hit programs to a wider audience -- and generate additional revenue. Netflix has already conducted one test with Hot Topic Inc., which sold T-shirts, mugs, caps and jewelry tied to sci-fi smash “Stranger Things.” The company is still in an experimental phase, according to a Netflix spokeswoman.