“Netflix and chill” might be re-named “Netflix and play.” The company who put Blockbuster out to pasture is now currently changing the television game, and may just be turning their eyes toward the toy market. People in droves are cutting the cord, and signing up with the digital streaming service that is providing hit shows such as “Stranger Things, “House of Cards,” and “Orange is the New Black.” In what seems to be the next logical step, the media giant is now looking to merchandise their popular shows.

Netflix began the search for an executive whose responsibilities would include overseeing licensing agreements unique to their hit shows for the production of books, toys and comics, as well as partnerships with retailers. Rumor has it, Netflix has also reached out to their partners about merchandising shows made by other television studios that are streamed on the popular service.

The long-term goal of Netflix is to market their programs to an even wider audience, as well as cashing in on the cult-like following they currently have. Following the huge success of “Stranger Things” this past year, Netflix conducted a soft run with Hot Topic, Inc., selling mugs, caps, T-shirts, and jewelry emblazoning the popular show.

Taking a step out of the playbook of Walt Disney, who wrote the book on marketing characters by implementing them on any and everything from backpacks to theme park rides, Netflix is looking ahead at the bigger picture. A spokesperson for Netflix confirmed the company will be dipping their toes into the licensing waters by stating, “We are pursuing consumer products and associated promotion because we believe it will drive meaningful show awareness/buzz with more tangible, curated ways to interact with our most popular content. We want licensed merchandise to help promote our titles so they become part of the zeitgeist for longer periods of time.”