Now on its second season, Bridgerton is one of Netflix’s most successful productions. Last year, more than 63 million households tuned in to watch the show, clocking 625 million hours watched. Set in a fictionalized Regency Britain, the visually decadent period piece is also a goldmine of licensing opportunities. Following the launch of its digital shop and the success of its Squid Game installations, Netflix is now giving Bridgerton the royal licensing treatment.
Starting March 24, Netflix will be hosting The Queen’s Ball: A Bridgerton Experience in Los Angeles’s Biltmore Hotel. The experience brings visitors to Regency Britain, where attendees will be treated to live music, dance, acrobatics, cocktails, period actors, a ball, and a competition to crown the Diamond of the Season. The immersive recreation of the hit show originally launched in London and following its run in Los Angeles, will travel to Chicago, Washington, D.C, and Montreal, Canada.
The experience coincides with a host of other licensed outings including a Bridgerton pop-up at Bloomingdale’s New York City flagship, featuring apparel and teaware, as well collaborations with Pat McGrath Labs and The Republic of Tea.
Why it matters
Licensing done with intention and attention to detail is the perfect way for an institution, venue, or brand to capitalize on a franchise’s popularity among fans. “These products help bridge the gap between seasons and create a year-round point of connection for our members to express their love of our shows and connect with other fans,” says Josh Simon, Vice President of Consumer Products at Netflix.
The Queen’s Ball additionally rides the continued popularity of and consumer appetite for transportive experiences, especially as lockdowns lift across the world. With other upcoming events such as Stranger Things: The Experience as well as an exhibition at London’s Design Museum, Netflix has set itself up as a major cultural player with a shrewd understanding of the appeal of its IP.
What Netflix says
“We put a lot of care into choosing our consumer products based on series and films we believe will have the greatest impact with fans — titles like Stranger Things, Squid Game, The Witcher, Money Heist (La Casa de Papel), and of course Bridgerton. We’ve expanded our team around the world but have stayed focused on curating unique and authentic products for our members, through retail experiences that meet fans where they are.” — Josh Simon, Vice President of Consumer Products, Netflix