Products based on ‘Stranger Things’ and ‘Dune’ are on the way as the company branch out beyond sports
The collection division of Fanatics Inc. signed a contract with Netflix Inc. and Dalian Wanda Group Co.’s Legendary Entertainment as it moves beyond sports memorabilia into pop culture.
As part of the deals, Fanatics will make trading cards for Netflix’s sci-fi show “Stranger Things” and Legendary’s “Dune” movie franchise. It has also come to an agreement with filmmaker Kevin Smith for his upcoming “Clerks III” project. The first products, which are yet to be revealed, will be released under the Zerocool tag brand later this year.
Fanatics has expanded from its roots as a licensed sports seller, adding new business industries such as card business and sports betting under CEO Michael Rubin. It has made significant investments in collections, acquiring Topps in January for $500 million and closing deals in professional and college sports as it builds its portfolio of card brands.
Zerocool, launched in March, is spearheading Fanatics efforts in culture, art and entertainment. Initial products include lines from Paramount Global and businessman Gary Vaynerchuk. Executives said earlier this year that they were looking to sign long-term licensing deals with multiple production studios, musicians, fashion housing and other properties.
The deal with Legendary gives Fanatics exclusive rights to make cards for the “Dune” movies starring Timothee Chalamet, Rebecca Ferguson and Zendaya through 2025. Meanwhile, “Stranger Things,” the most popular film. television show of the year and a bigger hit than even Netflix anticipated, will add another collection to a line that has already produced merchandise from clothing, collectibles and toys.
Fanatics expects its collectibles business to surpass $1 billion in revenue by 2022. Its e-commerce division, by comparison, is expected to generate sales of around 4.5 billion. dollars.